Exploring the path from influencer exposure to purchase intention: the sequential mediation of FOMO and perceived self-enhancement

Abstract

In the digital media era, influencer marketing has emerged as a powerful strategy that not only employs persuasive content but also triggers psychological responses, profoundly influencing consumer behavior. This study examines the relationship between exposure to social media influencer content and consumers’ purchase intentions by employing a sequential mediation model including Fear of Missing Out (FOMO) and perceived self-enhancement. The proposed model suggests that such exposure may be associated with FOMO, which in turn could be related to purchase intention via perceived self-enhancement. The data were collected through an online survey conducted among 441 social media users in Turkey who actively follow influencers and subsequently analyzed using regression techniques and the PROCESS Macro by Hayes (Models 4 and 6). The results indicate that exposure to influencers is significantly associated with both FOMO and perceived self-enhancement, with both variables being related to purchase intention through direct and indirect pathways. Notably, FOMO functions as both a partial mediator and a precursor that activates perceived self-enhancement motives. These findings offer theoretical contributions to the emotional and motivational aspects of digital consumer behavior, while also providing practical insights for brands aiming to design psychologically resonant marketing messages.