How do social media influencers affect consumer buying behaviour?

Abstract

The advent of social media platforms has had a profound impact on the decision-making process of individuals when it comes to making purchases. The objective of this study is to investigate the influence of social media influencers on consumer buying behaviour, given their widespread adoption as a promotional tool by businesses. Influencers have garnered considerable acclaim for their compelling content and relatable personas, thereby exerting a substantial impact on consumers' buying patterns. This research examines multiple dimensions, encompassing the factors that contribute to influencer credibility, the mechanisms through which influencers impact consumer attitudes and intentions to purchase, and the role of social media platforms in facilitating influencer marketing. Nevertheless, a dearth of comprehension persists regarding the psychological mechanisms that underpin the association between influencers and consumers, alongside a paucity of scholarly investigation into the efficacy of influencer marketing endeavours.