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Consumer Responses to Influencer Marketing: Does Mindfulness Lead to Mindful Consumption?

In: Marketing in the Digital Age

Author

Listed:
  • Abhijeet Chitalkar
  • Preetha Menon

    (Flame University)

Abstract

Influencer marketing is gaining traction as brands realize its ability to create authentic connections. This study explores the psychological mechanisms driving consumer responses to influencer marketing, with an emphasis on mindfulness. Through a structured quantitative approach involving 207 participants aged 18–35, the research investigates how dispositional mindfulness, perceived authenticity, and trust in influencer recommendations affect impulse buying behavior and purchase intention. Although mindfulness was initially hypothesized to influence these outcomes, results revealed that mindfulness had no significant effect. Instead, trust in influencer recommendations emerged as the most powerful predictor of consumer behavior, particularly for impulse buying and purchase intention. These findings redirect scholarly attention toward the relational and emotional dynamics of influencer credibility, emphasizing the limited role mindfulness plays in consumer responses within the context of digital marketing.

Suggested Citation

  • Abhijeet Chitalkar & Preetha Menon, 2026. "Consumer Responses to Influencer Marketing: Does Mindfulness Lead to Mindful Consumption?," Springer Books, in: Varsha Jain & Githa S. Heggde & Russell Belk & George Spais (ed.), Marketing in the Digital Age, pages 29-47, Springer.
    • Handle: RePEc:spr:sprchp:978-981-95-6509-2_2
    DOI: 10.1007/978-981-95-6509-2_2
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