The role of audiences' benign envy in influencer marketing

Experiencing benign envy is common in the digital age, where people are exposed to diverse information shared on social media. This study uses social comparison theory and reveals the role of benign envy in influencers inducing audiences' purchase intentions (PI) of endorsed products. Furthermore, the study uses a qualitative design to find that social media influencers who are perceived by the audience as being similar to themselves are more likely to increase their PI, especially those with low self-esteem. Benign envy mediates the similarity between audiences and influencers and their PI. Finally, implications for marketers or researchers are provided regarding how social comparison theory works for influencer marketing.