The Mediating Role of Algorithmic Visibility in the Relationship Between Perceived Influencer Narcissism and Consumer Manipulation
Keywords:
influencer narcissism, algorithmic visibility; consumer manipulation, digital marketing transformation, developing countriesAbstract
Social media influencers play an increasingly prominent role in shaping consumer perceptions and purchasing decisions. Although previous studies have examined positive outcomes such as engagement and purchase intention, less attention has been paid to how platform algorithms amplify influencer content and strengthen its persuasive effects. This study investigates whether algorithmic visibility mediates the relationship between perceived influencer narcissism and consumer manipulation among Indonesian digital consumers. A quantitative survey is conducted with 200 social media users in Bali who regularly engage with influencers promoting small and medium enterprises. The data are analyzed using partial least squares structural equation modeling. The findings indicate that perceived influencer narcissism does not directly influence consumer manipulation (β = 0.038, p = 0.505). However, it significantly increases algorithmic visibility (β = 0.684, p < 0.001), which in turn has a significant positive effect on consumer manipulation (β = 0.612, p < 0.001). The indirect effect is also significant (β = 0.418, p < 0.001), confirming a full mediation relationship. These results suggest that persuasive influence is driven less by influencer characteristics alone than by algorithmic amplification, which increases content exposure and reinforces persuasive messages. The study extends the literature on influencer marketing by highlighting algorithmic visibility as a key mechanism linking influencer self-presentation to consumer responses in digital environments.
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