Impact of Social Media Influencers on Consumer Purchase Decisions in E-commerce

Thesis Abstract

The proliferation of social media platforms and the rise of social media influencers have fundamentally transformed contemporary marketing practices, particularly within the context of e-commerce, where consumer trust and engagement are vital for purchase decisions. Despite the increasing significance of influencer marketing, empirical evidence on the extent to which social media influencers impact consumer purchase decisions remains fragmented, necessitating a comprehensive investigation into this dynamic phenomenon. This study aims to assess the influence of social media influencers on consumer purchase behaviors in the e-commerce sector, with specific objectives to identify the key mechanisms through which influencers shape consumer perceptions, evaluate the significance of influencer credibility and attractiveness in purchase intentions, and examine demographic moderating factors that affect this relationship. Employing a quantitative research design, the study adopts a cross-sectional survey methodology to gather data from a structured sample of 450 active e-commerce consumers in urban regions. Participants are selected through stratified random sampling to ensure representation across age, gender, and socioeconomic status. The primary data collection instrument is a structured questionnaire developed based on existing validated scales measuring influencer credibility, attractiveness, perceived trustworthiness, and purchase intention, supplemented with demographic items. To ensure content validity and reliability, the instrument is pre-tested on a pilot sample of 50 respondents, achieving a Cronbach’s alpha coefficient exceeding 0.85 for all constructs. Data analysis involves descriptive statistics for demographic profiling, followed by inferential statistical techniques including multiple regression analysis and structural equation modeling (SEM) to examine relationships among variables and test proposed hypotheses. The research hypothesizes that social media influencer credibility and attractiveness have a positive and significant effect on consumer purchase decisions, mediated by perceived trustworthiness. It is also posited that demographic factors such as age and gender moderate these relationships. The findings are expected to reveal that influencer credibility and attractiveness significantly influence consumer trust and purchase intention, with trust serving as a key mediating variable. Moreover, variations across demographic groups are anticipated, indicating differential impacts of influencer attributes on diverse consumer segments. This study contributes to marketing literature by providing empirical evidence on the mechanisms through which influencers influence consumer purchasing behavior in e-commerce, filling a notable research gap centered on the interplay of influencer attributes and consumer demographics. It advances theoretical understanding by integrating the Source Credibility Theory and Elaboration Likelihood Model into the context of digital influencer marketing. Practically, the findings inform e-commerce businesses and marketers about effective influencer selection criteria and the importance of cultivating authentic influencer relationships to enhance consumer engagement and conversion rates. The study concludes that social media influencers play a pivotal role in shaping consumer purchase decisions in e-commerce, primarily through enhancing perceived credibility and attractiveness, which bolster trust and encourage purchases. Recommendations include the strategic selection of influencers with high credibility and attractiveness aligned with target consumer segments, alongside tailored content strategies to maximize impact. Future research should explore longitudinal designs to assess causal effects and incorporate qualitative approaches for deeper insight into consumer perceptions, ensuring a comprehensive understanding of influencer marketing dynamics in rapidly evolving digital marketplaces.