CONTEMPORARY MARKETING DYNAMICS: SOCIAL MEDIA INFLUENCER IMPACT ON CONSUMERS

Abstract

  The advent of social media has provided a digital platform for individuals to connect and engage with one another, overcoming the limitations of physical distance and enabling continuous communication and interaction. The advent of platforms such as Six Degrees and Facebook has significantly transformed the manner in which individuals establish connections and engage in social interactions. The social media business has experienced significant growth, enabling individuals to not only establish connections but also access employment prospects that were previously inconceivable. Social media has provided individuals, such as content writers and influencers, with the potential to establish a reputation, get recognition, and generate income. Additionally, it serves as a platform for engaging in online buying activities. One form of social media marketing is known as influencer marketing, in which an individual with expertise in a specific sector utilises their knowledge to endorse and promote the brand and products of others. The objective of this study was to investigate the influence of social media influencers on consumer purchasing behaviour. The data utilised in this study was obtained from a sample of 210 individuals who actively engage in social media platforms. The collection of data was facilitated by an online questionnaire survey. This study primarily examines two distinct variables, namely the attitudes and credibility of influencers, and their influence on purchase intention in relation to social media influencers. A linear regression analysis was conducted to examine the impact of the credibility and attitude of social media influencers on consumer purchasing behaviour, revealing a statistically significant relationship. This study holds potential value for marketers, advertisers, and brand managers as it enables them to effectively discover suitable influencers and strategically incorporate sponsorship advertisements by integrating their products and services inside the content produced by these social media influencers.

Keywords: Social Media Influencers; Testimonial advertising; Credibility; Behavioral responses.