Impact of Social Media Influencers on Consumer Buying Decisions

Thesis Abstract

The proliferation of social media platforms has significantly transformed marketing strategies, positioning social media influencers as powerful intermediaries in consumer decision-making processes. This study investigates the impact of social media influencers on consumer buying decisions within the context of fashion and beauty products in metropolitan urban areas. The research aims to elucidate the extent to which influencer endorsements influence purchase intentions, customer trust, and brand perception, thereby contributing to an understanding of influencer marketing efficacy. The specific objectives include examining the relationship between influencer credibility and consumer trust, assessing the role of perceived influencer authenticity on purchase behavior, and identifying demographic moderating factors affecting influence strength. Employing a quantitative research design, the study utilizes a descriptive correlational approach to establish the relationships between variables. The population comprises active social media users aged 18-35 residing in metropolitan regions, with an estimated population of 2 million individuals. A sample size of 400 respondents was determined through Cochran’s formula, ensuring representativeness, and participants were selected via stratified random sampling to capture diverse demographic segments. Data collection was conducted using structured questionnaires that measure variables such as influencer credibility, perceived authenticity, trust, attitude towards brands promoted by influencers, and actual purchase behavior. The questionnaires were validated through content validation by experts in mass communication and marketing, and reliability was confirmed with Cronbach’s alpha coefficients exceeding 0.80 for all scales. Data analysis was performed using SPSS and Amos software, employing descriptive statistics to summarize demographics, and inferential statistics including multiple regression analysis to test the hypotheses. A structural equation modeling (SEM) framework was adopted to explore the mediating and moderating effects among variables, grounded in the Source Credibility Theory and the Elaboration Likelihood Model, which provide theoretical lenses for understanding message persuasiveness and credibility impact. Preliminary expectations suggest that influencer credibility and perceived authenticity positively influence consumer trust, which subsequently affects purchase intention and brand loyalty. It is anticipated that regression analyses will demonstrate significant predictive relationships, with SEM results indicating that trust partially mediates the influence of credibility and authenticity on purchase decisions. Moderating variables such as age, gender, and previous influencer engagement are expected to reveal differential impacts, with younger females exhibiting higher susceptibility to influencer marketing. This research will contribute to existing literature by empirically quantifying the influence mechanisms of social media influencers on consumer behavior, filling gaps related to demographic moderators and specific product categories. It extends theoretical understanding through the integration of the Source Credibility Theory and the Elaboration Likelihood Model within the digital marketing context, offering a nuanced perspective on message processing and persuasion in social media environments. The findings will provide practical insights for marketers to refine influencer selection and content strategies, emphasizing authenticity and credibility to enhance consumer trust and purchasing outcomes. The study concludes that social media influencers significantly shape consumer buying decisions, predominantly through establishing trust grounded in perceived credibility and authenticity. Recommendations include encouraging authentic influencer-brand relationships, enhancing transparency of sponsored content, and tailoring influencer marketing strategies to demographic segments. Future research should explore longitudinal impacts over extended periods and investigate cross-cultural variations to generalize findings broadly. This research underscores the pivotal role of influencer marketing in contemporary consumer behavior and offers a robust empirical basis for optimizing digital marketing practices.