Impact of Social Media Influencers on Young Consumers' Purchase Intentions

Thesis Abstract

The pervasive growth of social media platforms has significantly transformed marketing practices, particularly through the emergence of social media influencers (SMIs) as key actors in shaping consumer behavior. This study addresses the critical gap in understanding how SMIs influence young consumers’ purchase intentions within the digital marketplace, focusing on their credibility, attractiveness, and perceived similarity as mediators in this relationship. The primary aim is to empirically investigate the extent to which social media influencers impact the purchase intentions of young consumers aged 18-30 years, with specific objectives to assess the role of influencer credibility, attractiveness, and brand congruence in driving purchase decisions, and to explore the moderating effects of consumer trust and prior brand familiarity. Adopting a quantitative research design, the study employs a structured survey methodology to collect data from a stratified random sample of 400 young social media users across urban centers within a metropolitan area. The participants were selected from university student populations and young professionals, ensuring a diverse representation of social media engagement levels. Data collection instruments include a validated questionnaire comprising Likert-scale items related to influencer credibility, attractiveness, perceived similarity, purchase intention, trust, and brand familiarity, adapted from existing validated scales in consumer behavior literature. The validity of the instrument was established through expert review and pilot testing, while reliability was confirmed via Cronbach's alpha coefficients exceeding 0.80. Data analysis involves the use of descriptive statistics to outline participant characteristics, followed by multiple regression analysis to examine the direct influence of influencer attributes on purchase intentions. Structural equation modeling (SEM) was employed using AMOS to test the proposed relationships and moderating effects within the conceptual framework grounded in the Source Credibility Theory and the Theory of Reasoned Action. Model fit indices confirmed the appropriateness of the model, with goodness-of-fit measures such as CFI and RMSEA within acceptable thresholds. Expected findings indicate that influencer credibility, attractiveness, and perceived similarity positively correlate with young consumers’ purchase intentions, with influencer credibility exerting the most substantial influence. Additionally, consumer trust and prior brand familiarity are anticipated to significantly moderate these relationships, amplifying the impact of influencer attributes. The results are expected to provide new insights into the mechanisms through which SMIs shape purchase behavior, filling existing gaps in empirical evidence regarding the relative importance of influencer characteristics and moderating factors. The contribution of this study to knowledge lies in its comprehensive model that integrates influencer attributes, consumer trust, and brand familiarity within the context of social media marketing. It offers practical implications for marketers seeking to optimize influencer marketing strategies targeted at young consumers, emphasizing the importance of selecting credible and relatable influencers. Concluding, the study underscores the significance of influencer marketing as an effective tool in shaping purchase intentions among young consumers, advocating for strategic influencer selection driven by credibility and authenticity. It recommends that marketers enhance transparency and alignment with consumer values to maximize influence. Future research should explore longitudinal effects and cultural variations to deepen understanding of influencer impact across diverse demographic segments.