Influencer Marketing Mechanism on Psychological Ownership (PO) among Generation Z

Purpose: This study examines the influencer marketing mechanism by exploring the link between social media and the concept of psychological ownership (PO) among Generation Z in the Egyptian market. The research examines theories on source attractiveness and a connection to the PO concept, which helps assess the influence of social media influencers on consumers’ perception of the products that influencers advertise. Methodology: This study was conducted in January 2024, using a cross-sectional timeframe. By employing a quantitative approach, questionnaires were distributed online using Google Forms. The link to the questionnaire was published on various social media pages that contained famous influencers and their recommendations for products and services. 392 questionnaires were completed and analyzed using the Statistical Package for Social Science (SPSS) version 23. Multiple regression analysis was conducted to test the relations among the variables of the study. Findings: This study shows that the influencers’ attractiveness dimensions (similarity, likeability, and familiarity) impact the perceived PO feeling toward an advertised product; this means the feeling of owning a product without purchasing it can be achieved if consumers admire influencers who speak highly of the product and portray that it can be achievable to the consumer one day. Implications: This study addresses the significant gap in the literature, explaining the impact of the attractiveness of influencers on the development of psychological ownership; consumers must see themselves long-term with the product to trigger their purchases. Originality: The findings not only offer valuable insights into the preferences of Generation Z customers but also have practical implications for businesses aiming to attract this demographic. They illustrate useful insights on how to select influencers to represent their brand and the importance of making consumers first feel that the product is reachable for them to own; thus, this leads to potential intention development.