The Impact Of Social Media Influencers On Consumer Purchasing Decisions

Abstract

Purpose: Social media influencers (SMIs) have emerged as powerful figures in shaping consumer purchasing decisions, primarily due to their ability to build trust, authenticity, and personal connections with their audiences. This paper explores the impact of social media influencers on consumer behaviour, focusing on the mechanisms through which influencers affect brand perception, purchase intent, and loyalty. Drawing from various studies and real-world examples, it highlights how influencers, particularly in the fashion, beauty, and technology sectors, use their platforms to promote products, create trends, and drive consumer engagement. The paper also examines the role of influencer credibility, social proof, and perceived expertise in fostering trust, which subsequently influences purchasing decisions. Furthermore, it discusses the growing phenomenon of micro-influencers and their heightened impact on niche audiences, compared to traditional celebrity endorsements. The findings suggest that social media influencers significantly contribute to brand awareness, but their effectiveness is contingent on factors such as authenticity, relevance, and the alignment of brand values with those of the influencer's audience.

Design/Methodology/Approach This study will use a mixed-methods approach to explore how social media influencers affect consumer purchasing decisions.

Findings/Result: The analysis revealed a strong relationship between awareness of influencers and buying behaviouru, suggesting that consumers are more likely to trust and act on recommendations made by these digital personalities. From this analysis, it is evident that a majority (65%) of the surveyed respondents feel that social media influencers have an impact on their purchasing decisions. This indicates the potential effectiveness of influencer marketing strategies in reaching consumers and driving sales. In contrast, a smaller portion (35%) remains unaffected, suggesting that while influencer marketing is influential, there is still a segment of the population that does not respond to it.

Originality/Value: Consumers who deem influencers authentic and genuine in their brand partnerships have more likelihood of completing purchases on social media. 

Paper Type: Conceptual Research.