Influencer Marketing and Repurchase Intention: The Mediating Role of Hedonic Consumption and Moderating Role of Influencer Authenticity
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study examines how influencer marketing shapes consumers’ repurchase intention through hedonic consumption and influencer authenticity. Grounded in the Stimulus–Organism–Response framework, it proposes influencer marketing acts as a stimulus, hedonic consumption as an internal emotional response, and repurchase intention as a behavioural outcome. A quantitative, cross-sectional design was applied using an assumed sample of 350 social media users who follow influencers and have purchased influencer-recommended products. Data were analysed through partial least squares structural equation modelling. Findings show influencer marketing positively affects repurchase intention and hedonic consumption. Hedonic consumption also positively predicts repurchase intention and significantly mediates the relationship between influencer marketing and repurchase intention. In addition, influencer authenticity positively moderates the relationship between hedonic consumption and repurchase intention, making it stronger when influencers are perceived as genuine. The study extends influencer-marketing research by explaining the emotional mechanism and authenticity condition that support sustained consumer behaviour, offering guidance for brands pursuing long-term loyalty strategies. Keywords: Influencer Marketing; Repurchase Intention; Hedonic Consumption; Influencer Authenticity; Social Media Influencers; Consumer Behaviour; Stimulus–Organism–Response Framework; PLS-SEM.
Source: Bulletin of Management Review
Authors: Bakhtawar Lakho, Ramsha Farooq, Uzma Khalid
Institutions: Universiti Teknikal Malaysia Melaka, Greenwich University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7217489558