Impact of Social Media Influencers on Consumer Purchase Decisions

Thesis Abstract

The proliferation of social media platforms and the rise of social media influencers have significantly transformed consumer marketing dynamics, necessitating a comprehensive understanding of how influencer endorsement impacts consumer purchase decisions. This study investigates the influence of social media influencers on consumers’ purchasing behavior within the context of electronic consumer goods in urban regions. The primary aim is to assess the extent to which influencer characteristics, credibility, and engagement levels shape consumer attitudes and buying intentions, with specific objectives including analyzing the role of perceived influencer authenticity, examining the moderating effect of consumer trust, and identifying demographic variables that influence this relationship. Employing a cross-sectional quantitative research design, the study targeted a population of active social media users aged 18–35 in metropolitan areas, with a total population estimate of 5 million. A stratified random sampling technique was used to select a sample size of 400 participants, ensuring proportional representation across gender, age, and socioeconomic status. Data collection was executed through a structured questionnaire developed based on validated scales from prior studies, measuring variables such as influencer credibility, perceived authenticity, purchase intention, and trust. The reliability of the instruments was confirmed through Cronbach’s alpha coefficients exceeding 0.80, while validity was assured via expert review and pilot testing. Data analysis was performed using SPSS and AMOS software. Descriptive statistics provided an overview of respondents’ demographics and general attitudes. Inferential statistical techniques included multiple regression analysis to determine the predictors of purchase decisions and structural equation modeling (SEM) to explore the mediating role of trust and the direct influence of influencer characteristics on purchase behavior. The hypotheses tested include (1) influencer credibility positively influences consumer purchase intention; (2) perceived authenticity mediates the relationship between influencer credibility and purchase intention; and (3) consumer trust moderates the influence of influencer endorsement on purchase decisions. The anticipated findings suggest that influencer credibility, authenticity, and engagement significantly impact consumer purchase intentions, with trust serving as a crucial moderating variable. Specifically, that perceived credibility and authenticity of social media influencers positively predict consumers’ likelihood to purchase electronic goods endorsed by them. The SEM results are expected to demonstrate that trust enhances this relationship, confirming the applicability of the Source Credibility Theory and the Theory of Reasoned Action as conceptual frameworks. These insights will contribute to existing literature by quantitatively elucidating the mechanisms through which influencers affect consumer choice processes within digital marketing ecosystems. This research advances understanding of influencer marketing's persuasive power in contemporary consumer behavior models, filling gaps related to the contextual influence of demographic variables and trust in social media contexts. Its contribution offers practical implications for marketers aiming to optimize influencer partnerships and digital advertising strategies by emphasizing authenticity and trust-building practices. It is recommended that future research expand to different product categories and geographical regions, and incorporate longitudinal designs to observe behavioral changes over time. In conclusion, the study affirms that social media influencers exert a substantial influence on consumer purchase decisions through perceived credibility and authenticity, mediated by trust. Marketers are advised to select credible and authentic influencers and foster genuine engagement to maximize persuasive potential. This research underscores the importance of integrating influencer trustworthiness with strategic communication to effectively shape consumer buying behavior in digital environments.