How Can Social Media Influencers Satisfy Consumers with Different Regulatory Focus Through ‘How-To’ Videos?

EasyChair Preprint no. 7609

Abstract

This study adopts motivational theories and endorsement theories to establish a research framework to identify consumer goal-oriented behavior in the social media content. Drawing from extant literature, the research argues that consumers’ regulatory focus affects consumer outcomes through constituting regulatory fit. Furthermore, this link is moderated by social media content types, regulatory mode, influencers’ perceived similarity and expertise. Five empirical studies will be conducted to test these hypotheses. These results will offer important insights regarding the effects of consumer motivating wants on consumer outcomes in the age of social media. In addition, our result will help companies and influencers to boost their brands through providing products that their consumers’ circumstances dictate.

Keyphrases: consumer motivation, influencer marketing, Regulatory fit

@Booklet{EasyChair:7609,
  author = {Zixuan Cheng and Anouk de Regt and Rayan Fawaz},
  title = {How Can Social Media Influencers Satisfy Consumers with Different Regulatory Focus Through ‘How-To’ Videos?},
  howpublished = {EasyChair Preprint no. 7609},

  year = {EasyChair, 2022}}