Abstract
This study investigates perceived social media agility (P-SMA) as a strategic capability that strengthens customer influence. Despite growing interest in P-SMA, its effect on customer influence and the psychological mechanisms explaining this link remain underexplored. Addressing this gap, the study examines brand fairness as a mediator and national cultural differences (individualism versus collectivism) as a potential moderator among younger ‘digital native’ consumers. Survey data from the United States and Türkiye were analyzed using PROCESS Macro to test direct, indirect, and moderated mediation effects. Findings reveal that P-SMA significantly drives customer influence both directly and indirectly through perceptions of brand fairness, underscoring fairness as a central, universally applied mechanism. Brands perceived as responsive and adaptive are more likely to be viewed as fair, increasing consumers’ willingness to influence others through advocacy. Contrary to expectations, cultural differences did not moderate these effects; instead, the results indicate a cross-cultural robustness of P-SMA’s impact among global youth. This research advances Signaling Theory by positioning P-SMA as a high-fidelity signal of operational integrity, suggesting a digital convergence in consumer expectations that transcends traditional cultural boundaries. The findings offer actionable guidance for global brands seeking to leverage agility to cultivate influence-oriented behavior across diverse markets.