DefinePK

Abstract

<jats:p>In this era, social media is an important part of everyone's life. Therefore, social media influencers are famous marketing tools for business. Marketers take advantage of influencers' massive following by sharing their content through them. This research aims to explore the relationship between social media celebrities and masstige-purchase intention of their audience or consumers. In addition, this research paper will give insight into the role of Inspiration, FOMO, and CNFU in the Pakistani industry. The data from 402 millennials was collected using online surveys, and structural equation modeling was used to analyze the data. Results show social media influencers directly influence masstige-purchase intention of consumers and indirectly via inspiration. This study has practical implications for marketers it will guide businesses to enhance their sales using social media influencers effectively.</jats:p>