From social media to conspicuous consumption: The mediating role of the perceived value of influencer products

Although previous research has established a link between social media usage intensity and conspicuous consumption behavior, the underlying mechanisms remain unclear. Building on perceived value theory and social comparison theory, we addressed this gap in the literature by employing a questionnaire method and recruiting 486 participants. Results indicated that the perceived value of influencer products mediated the relationship between social media usage intensity and conspicuous consumption behavior. Specifically, as college students’ social media engagement increased, they placed greater emphasis on the symbolic value (e.g., products endorsed by influencers) rather than the practical value of commodities, which subsequently led to an increase in conspicuous consumption behavior. The study findings offer a theoretical foundation for promoting rational consumption practices among contemporary college students, particularly in the context of influencer-driven marketing.