Comparative Analysis of Social Media Influencer Impact on Consumer Purchase Intentions

Thesis Abstract

The rapid proliferation of social media platforms has transformed the landscape of consumer marketing, with social media influencers emerging as significant actors in shaping purchasing behaviors across diverse demographics. Despite their growing prominence, limited empirical understanding exists regarding the comparative effectiveness of different types of influencers—such as micro, macro, and celebrity influencers—on consumer purchase intentions within varied cultural and market contexts. This study seeks to bridge this knowledge gap by conducting a comprehensive comparative analysis of the impact of these influencer categories on consumer purchase intentions, with particular attention to differences across age groups, gender segments, and product categories. The primary aim of the research is to examine the differential influence of micro, macro, and celebrity social media influencers on consumer purchase intentions, thereby elucidating the relative effectiveness of each influencer type in persuasive communication. The study also intends to identify moderating factors such as consumer socio-demographics and product involvement levels. The specific objectives include (1) assessing the strength of the relationship between influencer type and purchase intention; (2) analyzing the mediating role of perceived trustworthiness and attractiveness; (3) exploring demographic variations in influencer impact; and (4) proposing a conceptual model based on the Elaboration Likelihood Model and Social Influence Theory to explain influence mechanisms. Employing a quantitative research design, the study utilizes a cross-sectional survey method to gather data from a stratified random sample of 1,200 consumers across urban regions within the country. The sample is proportionally allocated to ensure representation across age cohorts, gender, and product categories such as fashion, electronics, and health products. Data collection instruments consist of a structured questionnaire developed from validated scales measuring purchase intention, influencer credibility, perceived attractiveness, and consumer trust. The instrument’s validity is established through expert review, and reliability is tested using Cronbach’s alpha coefficient, targeting a threshold above 0.75. Data analysis involves multiple statistical techniques. Descriptive statistics are used to profile respondent demographics and general responses. Inferential analysis employs Analysis of Variance (ANOVA) to identify significant differences in purchase intentions across influencer types and demographic groups. Hierarchical multiple regression models are constructed to evaluate the predictive power of influencer credibility and attractiveness on purchase intention, controlling for socio-demographic variables. Structural Equation Modeling (SEM) via AMOS software is utilized to test the hypothesized mediating roles and the overall conceptual model, with model fit assessed through indices such as CFI, TLI, and RMSEA. Expected findings anticipate that macro influencers exert a more substantial direct influence on purchase intentions compared to micro and celebrity influencers, particularly among younger consumers and within fashion categories. Trustworthiness and attractiveness are hypothesized to mediate the relationship significantly, with demographic variations moderating the strength of influence. The study aims to demonstrate that influencer impact is context-dependent, varying notably across product types and consumer profiles. The research contributes to marketing scholarship by providing a nuanced understanding of influencer efficacy in different contexts, integrating theoretical frameworks like the Elaboration Likelihood Model and Social Influence Theory to elucidate persuasion mechanisms. Practically, findings will assist marketers in optimizing influencer marketing strategies through targeted selection of influencer types aligned with consumer segments and product categories. The main conclusion underscores that strategic differentiation of influencer types enhances the effectiveness of social media marketing. Recommendations include developing tailored influencer engagement practices, emphasizing trust-building and attractiveness enhancement, and segmenting consumer groups based on demographic and psychographic profiles. The study also advocates for further longitudinal research to evaluate the long-term impact of influencer marketing initiatives on consumer behavior and brand loyalty across evolving social media ecosystems.