Social media “stars” vs “the ordinary” me: influencer marketing and the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness

Abstract

Social media influencers have become constant companions of a large audience of young consumers, but a crucial yet underexplored area of examination relates to the implications of exposure to influencers for an individual’s self-concept. This study aims to examine if and how individuals experience self-discrepancies when exposed to influencers and the impact of such discrepancies on their affect, cognition and behaviors toward the influencers and the brands they endorse.