Enhancing hedonic well-being and stickiness: social contagion effects of entertainment-oriented influencers in the Asia-Pacific market

Purpose This study explores how entertainment-oriented social media influencers (ESMIs) in the Asia-Pacific region influence followers’ hedonic well-being and stickiness. By integrating use and gratifications factors (entertainment, relaxation, information-seeking and self-presentation) with social identity theory dimensions (cognitive, affective and evaluative), we provide a comprehensive understanding of the psychological dynamics underlying follower-ESMI relationships. Design/methodology/approach An online survey using a seven-point Likert scale collected data from 554 participants who regularly consume ESMI content. The proposed relationships were analyzed using structural equation modeling with SPSS and Smart PLS software. Findings Our results reveal that social contagion processes significantly explain how wishful identification enhances hedonic well-being and stickiness. Parasocial interaction serves as a pivotal mediator, facilitating these effects within the social contagion framework. Additionally, in the ESMI context, viewing frequency moderates the relationship between parasocial interaction and stickiness. Notably, demographic factors (gender and age) and behavioral patterns (average time spent per viewing session) play crucial roles in predicting stickiness to ESMIs – a distinction not observed in other SMI categories. Practical implications This study offers actionable insights for developing ESMI social media strategies, emphasizing content that supports followers’ hedonic well-being and increases stickiness. These findings provide a roadmap for marketers targeting Asia-Pacific markets through effective social contagion transference. Originality/value This study offers a novel theoretical integration by affirming the central role of wishful identification in the social contagion process, extending research on follower psychology and addressing hedonic well-being often overlooked in prior studies focused on behavioral intentions.