Effects of actual self and ideal self in influencer marketing

In recent years, the rapid surge in social media users has driven a substantial increase in advertising revenues, fueling the expansion of influencer marketing, where popular personalities endorse products online. As a result, an increasing number of consumers are making purchases through social media platforms, influenced by the recommendations of their favorite influencers. This study examines how consumers’ responses to influencer-sponsored posts impact their product attitudes and purchase intentions while further exploring the moderating role of self-congruence, encompassing both real self and ideal self. An experimental approach with scenario simulations was employed, yielding 730 valid questionnaire responses. The findings reveal significant variations in consumer reactions to influencer-sponsored posts, with self-congruence playing a crucial moderating role in these effects. The empirical results provide valuable insights for developing effective influencer marketing strategies, offering practical implications for brands seeking to enhance engagement and influence in the digital marketplace.