The Impact of Social Media Influencers on Consumer Emo9ons and Sen9ments: Analysing Their Influence on Purchasing Decisions in the UK

Abstract

Aim: This research intends to establish the extent and ways through which social media influencers impact consumers’ emo;ons and sen;ments in the UK, with a par;cular emphasis on how these influences affect consumers’ buying behaviours Methods: Secondary research was employed for this study because it gives the researcher a broad view of the field's exper;se and informa;on. This study used peer-reviewed papers, industry reports, digital databases, and government documents. Moreover, this research used mul;ple cases of influencers for analysis. This chapter has analysed the key influencers from the UK and their impact on the consumers or followers. Findings: Based on the study, three pivotal factors determine the emo;ons of consumers: credibility, content quality and the level of engagement. The use of analysis established that appeal to emo;ons and tension of genuine similarity are the most significant factors adding psychological appeal to the content. The study confirmed that posi;ve emo;onal reac;ons of consumers, such as trust, enthusiasm and admira;on, remain other major influen;al factors affec;ng consumer purchasing behaviours. Implica/ons: Brands and influencers must manage consumer expecta;ons to avoid disappointment and distrust. This involves maintaining constant product informa;on and minimising promo;on that gives the product a false sense of capacity. Brands must quickly and honestly handle unfavourable reviews to maintain consumer confidence.