This study investigates how social media influencers (SMIs) impact mimicry consumption by applying the heuristic-systematic model (HSM). It explores how the roles of empathy expression and self-disclosure influence consumers’ consumption imitation.
A quantitative, cross-sectional survey design was employed. Data were collected from 475 Chinese social media users. PLS-SEM and PROCESS marco were used to test the hypothesized relationships. Mediation effects of SMI credibility and emotional attachment, and moderation effects of homophily were also tested.
Empathy expression and self-disclosure significantly enhance both SMI credibility and emotional attachment. SMI credibility, in turn, positively predicts mimicry consumption, supporting the heuristic pathway. In contrast, emotional attachment does not directly influence mimicry behavior, and homophily does not moderate the proposed relationships. However, emotional attachment significantly mediates the effects of empathy expression and self-disclosure on mimicry consumption, functioning as an indirect relational mechanism rather than a direct driver of imitation.
This study relies on self-reported survey data, which may be susceptible to common method bias and social desirability effects, and lacks behavioral or experimental validation. The model centers on HSM mechanisms without examining alternative mediators. In addition, SMI-level characteristics were not incorporated. Future research should adopt behavioral or longitudinal designs, integrate additional psychological mechanisms and consider both relational and structural SMI attributes to provide a more comprehensive account of SMI-driven consumer behavior.
SMIs should prioritize empathy expression and authentic self-disclosure to enhance credibility and stimulate mimicry consumption. Long-term collaborations with SMIs who demonstrate consistent expertise, transparency and genuine product use are more effective than relying solely on follower size.
This study is among the first to apply the HSM to SMI marketing, offering a novel dual-process explanation of mimicry consumption. Unlike prior research that treats emotional engagement and credibility as isolated factors, this study integrates them into a cohesive cognitive-emotional framework. It also challenges assumptions by showing that emotional attachment and homophily may not directly drive consumer mimicry.
