Impact of Social Media Influencers on Youth Purchase Intentions

Thesis Abstract

In an era characterized by the pervasive influence of social media, the role of social media influencers (SMIs) has emerged as a significant factor shaping youth consumer behavior, particularly in the context of purchase intentions. Despite growing anecdotal evidence of influencer marketing's potency, there remains a paucity of empirical research that systematically examines the mechanisms through which SMIs influence youth purchasing decisions within diverse cultural settings. This study aims to investigate the impact of social media influencers on the purchase intentions of youth aged 18 to 25 years, with specific objectives to identify the key influencer attributes affecting purchase considerations, assess the mediating role of perceived trust and credibility, and evaluate the moderating effect of consumer involvement level. Employing a mixed-methods research design, the study integrates quantitative survey data with qualitative insights to provide comprehensive understanding. The quantitative phase involved a structured questionnaire administered to a stratified random sample of 400 university students across metropolitan areas, selected to ensure demographic diversity. The questionnaire measures variables such as influencer appeal, perceived credibility, purchase intention, and consumer involvement, utilizing established scales adapted from prior research. Data analysis primarily employed multiple regression analysis to test the hypothesized relationships, complemented by structural equation modeling (SEM) to explore mediation effects. The qualitative component comprised focus group discussions with 20 participants to deepen insights into underlying motivations and perceptions associated with influencer influence. Expected findings indicate a statistically significant positive relationship between influencer attractiveness, expertise, and trustworthiness—components derived from the source credibility theory—and youth purchase intentions. Moreover, perceived credibility is anticipated to mediate this relationship, suggesting that trust acts as a conduit through which influencers impact consumer decisions. Consumer involvement level is hypothesized to moderate these relationships, with higher levels strengthening the influence of SMIs on purchase intentions. These results will contribute to the theoretical understanding of influencer marketing by integrating the source credibility paradigm with consumer involvement models, thereby extending existing models of purchase behavior in digital environments. This research contributes to knowledge by empirically substantiating the mechanisms through which social media influencers affect young consumers, highlighting key influencer attributes and consumer perceptions that drive purchasing behavior. It addresses a gap in contextualized, empirical evidence concerning influencer marketing's effectiveness in diverse cultural settings, providing actionable insights for marketers seeking to optimize influencer campaigns targeting youth demographics. The main conclusion underscores the pivotal role of influencer credibility and consumer involvement in shaping purchase intentions among youth, emphasizing the importance of selecting authentic, expert influencers to enhance marketing effectiveness. Recommendations include empowering brands to develop strategic collaborations with credible influencers, tailoring influencer content to consumer involvement levels, and fostering transparency to build trust. The study suggests further research exploring longitudinal effects of influencer marketing, cross-cultural comparisons, and the impact of specific product categories. Overall, this research offers valuable guidance for academic scholars, marketing practitioners, and policymakers aiming to understand and leverage the influence of social media influencers within the evolving digital marketing landscape.