In today's digital age, social media platforms have become prominent channels for marketing and product promotion. Social media influencers, with their large followings and persuasive abilities, have gained significant influence over consumers' purchase decisions. This study aims to investigate the impact of social media influencers' body enhancement on consumers' purchase intention, considering the mediating role of ideal self-congruity and the moderating role of product categories.
To achieve the research objectives, the conceptual framework was developed, highlighting the relationships among social media influencers' body enhancement, ideal self-congruity, and purchase intention. The moderating role of product categories in this relationship was also incorporated into the model.
After conducting the survey in Laos, 133 respondents successful contribute to the survey. The study found that SMI body enhancement has a negative effect on purchase intention. Surprisingly, there were no mediating effects from ideal self-congruity found in this study and hedonic did not have a higher-level impact on body enhancement and purchase intention.
The research findings contribute to the existing literature on social media marketing, body image, and consumer behavior. The study provides valuable insights for marketers and advertisers in developing effective strategies for leveraging social media influencers and understanding the nuanced effects of body enhancement on purchase intention. By considering the mediating role of ideal self-congruity and the moderating role of product categories, marketers can tailor their influencer marketing campaigns to specific target audiences and product categories, thereby maximizing the impact on consumers' purchase intention.

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