Drivers and outcomes of micro-SMI credibility on a Chinese social media platform and the role of mimetic desire

This study explores the drivers and outcomes of micro-Social Media Influencer (micro-SMI) credibility on Chinese social media platforms, particularly focusing on the role of mimetic desire. In recent years, micro-SMIs have gained prominence as effective marketing tools, yet their ability to establish credibility remains a challenge. In addition, the outcomes of micro-SMI marketing and their relationships with follower’s mimetic desire are unknown. To address the gaps, the research identifies key factors influencing micro-SMI credibility, including perceived attractiveness, expertise, authenticity, self-disclosure, empathy expression, post vividness, interactivity, and social support through a comprehensive literature analysis and based on the Elaboration Likelihood Model (ELM). In addition, the subsequent outcomes, including WOM intention, purchase intention and well-being, of micro-SMI credibility and the moderating role of self- influencer congruence and parasocial relationship are introduced. Underpinned by Social Learning Theory, the role of mimetic desire is identified as an important mediator. This study employs a quantitative research methodology, collecting data from users of the Chinese social media platform Xiaohongshu. Measurement scales in the questionnaire were adapted from previous literature, translated into Chinese for distribution. A pre-test and a pilot test were conducted before the survey. Finally, the data analysis was carried out using PLS-SEM. The findings reveal that perceived expertise, authenticity, empathy expression, interactivity, and social support significantly enhance micro-SMI credibility, while perceived attractiveness and self-disclosure do not have a direct impact. Furthermore, the study establishes that followers’ perception of micro-SMI credibility positively influences their mimetic desire, which in turn affects their intentions to engage in WOM intention, make purchases, and enhance their overall well-being. The research also highlights the moderating roles of self-influencer congruence and parasocial relationships in the relationship between micro-SMI credibility and mimetic desire. The study concludes that understanding the dynamics of mimetic desire is crucial for marketers seeking to leverage micro-SMIs effectively. By fostering credibility through the identified factors, brands can enhance their marketing strategies and achieve better engagement with their target audiences. This research contributes significantly to the existing literature on SMI marketing and provides practical insights for brands and aspiring micro-SMIs. The findings offer valuable insights for both aspiring practitioners and brands. Individuals considering a career as micro-SMIs are encouraged to adopt the strategies and approaches identified in this study. Brands can benefit by easily identifying and targeting potential credible micro-SMIs for collaboration. Moreover, this study makes a theoretical contribution by integrating the Elaboration Likelihood Model (ELM), Social Learning Theory, and the Influence Framework to comprehensively explain the drivers and outcomes of micro-SMI credibility on Chinese social media platforms.

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