This research aims to explore the role of brand personality self-congruity (BPC) in affecting consumers' purchase behavior in a particular setting: video-based social media (i.e., TikTok). Moreover, we test the moderating role of consumers' emotional attachment to the influencer and the mediating role of brand engagement in affecting purchase intention. Finally, we delve into the antecedents of influencer effectiveness and their relationship with consumers' actual purchases. To do so, we leverage two quantitative studies (n1 = 248; n3 = 247) and a qualitative one. Results from Study 1 indicate that the lower consumers perceive the gap between the brand personality and self-image, the more they are inclined to engage with and purchase a brand. Moreover, we find that the emotional attachment to the influencer does not play a role in influencing purchase intention, positing that emotional attachment and BPC have different emotion dynamics with different purchase outcomes. Building on Study 1, Study 2 leverages a focus group to identify the antecedents of influencer effectiveness. Results highlight that a sense of indulgence appears in the minds of consumers when confronted with brands that have a lower congruity with their self. This sense of indulgence, in the case of low BPC, hinders the ability of the influencer to create an engagement between the brand and the consumer. Finally, Study 3 quantitatively tests the antecedents of influencer effectiveness under two conditions (entertaining vs. informative content type) highlighting the different influence of the antecedents on individuals with high (vs. low) BPC.

中文翻译：

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这真的是我吗？研究基于视频的社交媒体中消费者行为的品牌个性自我一致性

本研究旨在探讨品牌个性自我一致性 (BPC) 在特定环境下影响消费者购买行为的作用：基于视频的社交媒体（即 TikTok）。此外，我们还测试了消费者对影响者的情感依恋的调节作用以及品牌参与度在影响购买意愿中的中介作用。最后，我们深入研究影响者有效性的前因及其与消费者实际购买的关系。为此，我们利用两项定量研究（n1 = 248；n3 = 247）和一项定性研究。研究 1 的结果表明，消费者对品牌个性和自我形象之间差距的感知越低，他们就越倾向于参与和购买品牌。此外，我们发现对影响者的情感依恋在影响购买意愿方面没有发挥作用，假设情感依恋和 BPC 对于不同的购买结果具有不同的情感动态。研究 2 以研究 1 为基础，利用焦点小组来确定影响者有效性的前因。结果表明，当消费者面对与其自我契合度较低的品牌时，他们的心中会出现一种放纵的感觉。在 BPC 较低的情况下，这种放纵感会阻碍影响者在品牌和消费者之间建立互动的能力。最后，研究 3 定量测试了两种条件下（娱乐性与信息性内容类型）影响者有效性的前因，突出了前因对高（与低）BPC 个体的不同影响。