“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers

Purpose As social media use rises, the impact of social media influencers on customer buying decisions increases, due to customers viewing influencers as ideal role models who they try to imitate. Nevertheless, this phenomenon is still under-researched. This study examined the impact of the imitation of influencers on customer buying intention toward endorsed products, which is mediated by social comparison, materialism and the fear of missing...