Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions

Purpose Grounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer marketing on consumers’ online impulse buying intentions under the moderating influence of wishful identification. Design/methodology/approach This study collects survey responses from an online sample of 232 social media users and analyses them using partial least squares structural equation modelling. Findings This study delineates two distinct pathways influencing online impulse buying intentions within influencer marketing: direct consumer–product congruence and the conditional role of consumer–influencer congruence. Particularly, the alignment between a consumer’s self-image and the product’s attributes independently drives online impulse buying intentions. Conversely, consumer–influencer congruence, despite high alignment, fails to spur online impulse buying intentions unless amplified by wishful identification – the consumer’s aspirational desire to emulate the influencer. This finding underscores the complexity of impulsive consumer behaviours in the digital marketplace, highlighting the pivotal role of product appeal and the conditional influence of influencer relationships on spontaneous purchasing decisions. Originality/value This study pioneers by elucidating the congruence interplay between consumers, influencers and products in online impulse buying, emphasising wishful identification as a critical moderating factor. Theoretically, it expands self-congruency theory by detailing the distinct roles of congruence types on impulsive behaviours, notably underlining the essential role of wishful identification for the effect of consumer–influencer congruence. Practically, the insights equip brands with a deeper understanding of the key drivers behind impulsive purchases in an influencer-centric digital marketplace, offering strategic guidance for optimising influencer collaborations and product presentations to enhance consumer engagement and sales.