The Impact of Social Media Influncers on Consumer’s Purchase Intention

Abstract

In recent few years, the celebrities in social media have started their own advertising business by utilizing their influence on their fans. Although emergence of this business in Saudi Arabia is growing significantly, there is lack of studies that discover how are Social Media Influencers (SMI) participating in "Buying-Decision Process" and what are the impact on their followers. This research studies the roles of SMIs and their impacts on consumer’s attitude and consumer’s purchase intention during buying decision process. The research design is quantitative and it conducted survey through google e-form over internet with 371 respondents. has been completed. The research uses factor analysis to measure factors reliability, Cronbach’s alpha to test measures the consistency , and regression analysis to analyze cause-effect relationship between need recognition, information search, alternatives evaluation, and consumer’s attitude as independent variables and consumer’s purchase intention as dependent variable. The result showed that SMI’s participation during buying decision process is moderate and relationship between SMI’s roles in side and consumer’s attitude and consumer’s intention in another side is positive. We suggest further research about SMI’s contents, SMIs characteristics and audience interests