Impact of Social Media Influencers on Consumer Purchase Intentions

Thesis Abstract

The proliferation of social media platforms has significantly transformed marketing practices by enabling social media influencers to serve as powerful intermediaries between brands and consumers, thereby shaping purchase intentions in ways that traditional advertising channels cannot easily replicate. Despite growing commercial investment in influencer marketing, empirical evidence on the specific mechanisms through which social media influencers impact consumer purchase intentions remains limited, especially within the context of emerging digital economies. This study aims to examine the influence of social media influencers on consumer purchase intentions, with a focus on identifying the key psychological and behavioral factors mediating this relationship. The primary objectives are to (1) assess the extent to which perceived influencer credibility influences consumers' intent to purchase, (2) evaluate the role of consumer trust and parasocial relationships in this dynamic, and (3) investigate the moderating effects of demographic variables such as age, gender, and internet literacy. To achieve these objectives, the study adopts a positivist research paradigm and employs a correlational research design. The target population comprises social media users aged 18 to 35 within an urban metropolitan area, with a sample of 400 respondents selected through stratified random sampling to ensure demographic representativeness. Data collection will involve structured questionnaires administered digitally via online survey platforms, incorporating validated scales such as the Influencer Credibility Scale, Trust in Influencers Scale, and Purchase Intention Index. The instrument's validity will be confirmed through expert reviews and pilot testing, while reliability will be assessed via Cronbach’s alpha, targeting a threshold of 0.70. Descriptive statistics will summarize demographic characteristics and variable distributions. Inferential analysis will utilize multiple regression analysis and structural equation modeling (SEM) to test the hypothesized relationships and mediating/moderating effects. Data analysis will employ SPSS for preliminary descriptive and correlational analyses, and AMOS or SmartPLS software to perform SEM-based path analysis. The analytical framework is grounded in the Source Credibility Theory and the Parasocial Relationship Theory, both posited to underpin the influence processes between social media influencers and consumers. These theories will guide the development of hypotheses and the interpretation of findings, aiming to elucidate how perceived credibility and emotional bonds foster purchase intentions. Expected findings are anticipated to demonstrate that influencer credibility exerts a significant positive effect on consumer purchase intentions, mediated by trust and parasocial bonds. Additionally, demographic factors such as age and internet literacy are expected to moderate these relationships, with younger, internet-savvy consumers showing heightened responsiveness. These insights will contribute to the emerging body of empirical evidence on influencer marketing, filling gaps identified in previous literature regarding the relative importance of psychological mediators and contextual moderators in diverse consumer segments. The study’s contributions lie in providing a nuanced understanding of how social media influencers impact consumer decision-making processes and offering actionable insights for marketers seeking to optimize influencer collaborations. The findings will inform brands on the importance of selecting credible influencers and tailoring influencer marketing strategies according to demographic profiles. Furthermore, the research offers a theoretical extension of Source Credibility and Parasocial Relationship theories within the digital marketing context, enhancing their explanatory power for modern consumer behavior. In conclusion, the study underscores the critical role of influencer credibility, trust, and emotional engagement in shaping purchase intentions, suggesting that strategic engagement with genuine and relatable influencers can significantly enhance marketing effectiveness. Recommendations include focusing on influencer authenticity and fostering trustworthy relationships with target audiences. Future research avenues include longitudinal studies to examine causal relationships over time and cross-cultural analyses to explore contextual differences. Overall, this study aims to contribute to both academic scholarship and practical marketing interventions by clarifying the mechanisms underlying influencer-driven consumer behavior in the digital age.