Navigating influence: a mixed-method study on the role of social media influencer type and message content in driving digital engagement and patronage intentions

Ndasi, Wilson ORCID: https://orcid.org/0000-0002-2523-0991 and CHEUNG, Man Lai ORCID: https://orcid.org/0000-0003-0320-1134 (2026) Navigating influence: a mixed-method study on the role of social media influencer type and message content in driving digital engagement and patronage intentions. International Journal of Hospitality Management, 132. 104401. ISSN 0278-4319

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Abstract

Grounded in Social Influence Theory (SIT), this study adopts a mixed-methods approach to examine the effectiveness of cause-related marketing (CRM) versus service quality messaging (SQM) delivered by social media influencers (SMIs) in shaping consumers' digital engagement and patronage intentions. The research further investigates how different influencer types (micro- versus macro-SMIs) interact with message appeals to influence consumer behaviour. Findings across three studies involving 555 participants reveal that CRM messages significantly enhance both digital engagement and patronage intentions. Macro-influencers generally elicit higher engagement owing to their broad reach, whereas micro-influencers prove more effective in promoting CRM messages, underpinned by perceived authenticity and stronger follower relationships. Perceived authenticity mediates the relationship between message appeal, digital engagement, and patronage intention, with CRM messages perceived as more authentic. Building on recent research, this study extends Social Influence Theory to the hospitality context and contributes theoretically by elucidating how influencer characteristics and message content jointly drive consumer behaviour. Practical implications are offered for the development of influencer marketing strategies in the restaurant industry.