Social Media Influencer Marketing: An Examination among Chinese Consumers

<p><strong>In the age of social media, influencer marketing has emerged as a powerful tool for shaping consumer behaviour. This study investigates how the perceived attractiveness, expertise, and trustworthiness of social media influencers (SMIs) affect brand engagement and purchase intention among Chinese social media users. Drawing on the Source Credibility Theory, Parasocial Relationship Theory and the Face Theory, the research proposes and tests a conceptual framework in which brand engagement serves as a mediator, while Fear of Missing Out (FOMO) and Parasocial Relationship (PSR) act as moderators.</strong></p><p>Data were collected through an online survey of 261 participants in China who actively follow at least one influencer, using validated measurement scales adapted from prior research. The results show that all three SMI characteristics significantly enhance brand engagement. Furthermore, brand engagement fully mediates the effects of perceived attractiveness, expertise, and trust on purchase intention, highlighting its central role in the influencer–consumer relationship. The analysis also reveals that the relationship between brand engagement and purchase intention is moderated by FOMO and PSR in complex ways. It is strongest under low levels of both moderators but suppressed when both FOMO and PSR are high, highlighting the complex interplay of psychological factors.</p><p>The findings offer a significant theoretical contribution by integrating cognitive, emotional, and relational factors into a comprehensive influencer marketing model. Managerially, the study provides strategic insights for brands in selecting influencers and designing campaigns that foster meaningful engagement and drive subsequent purchase intention. It also highlights the importance of psychological and cultural variables in shaping how consumers respond to influencer content, particularly in dynamic and socially driven markets like China.</p>