The psychological effect of influencer marketing: Envy and depression among followers

Abstract

By using aspirational content that resonates with the masses, influencer marketing is now a major way to influence consumer behavior. While influencer promotional posts can increase brand attractiveness and purchase intentions, the research indicates that they can also produce unintended psychological consequences for followers. This research explores the psychological effects of exposure to influencer marketing specifically how envy leads to depression and how it mediates purchase intention. Using a survey-based quantitative methodology, the data are gathered from social media users who engage regularly with influencer content. Hypotheses were tested using correlation, regression, and mediation analyses. is used to verify the relationships among influencer marketing exposure, envy (benign & malicious), depression, and purchase intentions. The results indicate positive effects between benign envy and higher purchase intentions as consumers are motivated to emulate the success of the influencers through aspiration consumption. In contrast, malicious envy is linked with increased depressive symptoms and decreased purchase intentions, as it elicits feelings of frustration and resentment in the consumer towards influencers' unachievable lifestyles. Furthermore, self-esteem acts as a fostering variable, affecting how deeply someone internalises social comparison. cts of influencer marketing, and offers potential implications for marketers and policy-makers alike. It underscores the importance of ethical influencer policies and practices that balances the potential for harm with positive consequences for consumer involvement. Having insight into the psychological mechanisms at work can aid brands in developing responsible marketing campaigns that strike a balance between aspirational content and authenticity and inclusivity.