“I'll buy what she's #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce

Companies increasingly leverage Instagram as a channel for brand management, consumer services, and social commerce. This study addresses the dynamics of interaction among brand-related user-generated contents (UGC) posted on Instagram, social media-based brand communication with Instagram celebrities (parasocial interaction [PSI] and envy), and consumers' characteristics (social comparison tendency, compulsive buying tendency, and materialistic...