Inspired by Fitness Influencers on Instagram? The Role of Inspiration in Electronic Word of Mouth on Social Media

The digital trend in which people are inspired to achieve an empowered body image has proliferated on social media. Exposure to influencers’ body image content on social media may affect consumers’ appearance attention and consumption of products featured in the social media posts. Based on social comparison theory, this study investigates the relationships among consumers’ wishful identification with creators, appearance orientation, and inspiration in the context of body image on social media. The study also examines how inspiration mediates the relationship between these factors and purchase intention and electronic word of mouth (eWOM). The results of an online survey (n = 300) show that wishful identification and appearance orientation significantly and positively influence inspiration, which enhances purchase intention and eWOM. Furthermore, inspiration mediates the association between wishful identification, appearance orientation, purchase intention, and eWOM. The study discusses the implications of these findings and proposes future research directions.