Geo-social identities make consumers patronize social media influencers: the role of self-congruence

Purpose Social media influencers can refer to different geo-social entities (nations/countries, supranational entities, such as Europe or the entire world), and consumers may identify with those entities to varying degrees. Drawing on social identity theory and self-congruence theory, this paper aims to investigate a novel mechanism by which consumers’ geo-social identities increase patronage intentions regarding influencers referring to the corresponding geo-social entities through self-congruence (the degree to which consumers perceive themselves as congruent with those influencers). Design/methodology/approach Data from a representative sample of Polish adult consumers (Study 1, n = 1,190; preregistered) and a semi-field study on Instagram users (Study 2, n = 134; preregistered), including the measurements of geo-social identities, influencer patronage intentions, following behavior and self-congruence were analyzed using latent structural equation modeling. In-depth individual interviews with eight Instagram users (Study 3) provided supplementary qualitative insights. Findings Consumer geo-social identities were positively related to patronage intentions (Studies 1 and 2) and following behavior (Study 2) regarding influencers referring to the corresponding geo-social entities, and those relationships were mediated by self-congruence. Consumers emphasized influencer closeness, authenticity, cultural relevance, supportiveness and shared values when speaking about influencers referring to a geo-social entity they identified with (Study 3). Practical implications The results help marketers align geo-social references in their influencer-based communication with multiple geo-social identities of their consumers. Originality/value This study evidences a novel, positive relationship between geo-social identities and consumer response to influencers, mediated by self-congruence.