Hana Walid
Salma Elsayed
The influence of influencers
Studying the impact of social media influencers on consumer
behavior, brand perception, and purchase decisions among young
adults.
Dependent Variable => Consumer Behavior
Independent Variable => Social Media Influencers
Literature Review:
Article one:
This is a research done by Bianka Młodkowska on Influencers on
Instagram and YouTube and Their Impact on Consumer
Behaviour. This research showed that in today's era, the use of
social media, particularly YouTube and Instagram, has been on the
rise. These platforms expose their users to content created by
influencers, who have dedicated and loyal audiences. This paper
aims to explore the influence of influencers on YouTube and
Instagram on consumer behavior. The research approach employed
in this study involved conducting a quantitative survey among 160
social media users who completed an online questionnaire. The
survey results indicate that Instabloggers and YouTubers are
perceived as trustworthy and credible sources of information by
consumers. Furthermore, consumers' purchasing decisions are
influenced by positive reviews on YouTube and images posted on
Instagram. The findings suggest that collaborating with influencers
is an effective and novel marketing strategy, particularly for
targeting young individuals who regularly engage with social media.
By partnering with influencers, brands can attract new customers,
spread positive information about their products, and boost sales.
Article two:
According to Asian Journal of Business Research on The Impact of
Social Media Influencers on Purchase Intention and the Mediation
Effect of Customer Attitude, this study examines the effectiveness of
social media influencers in advertising, with a specific focus on
source credibility, source attractiveness, product match-up, and
meaning transfer. The study proposes that consumer attitude acts
as a mediator in the relationship between various factors. Data was
collected using the purposive sampling method, and the analysis
was conducted using the PLS-SEM (Partial Least Squares Structural
Equation Modeling.) technique on a dataset of 200 respondents. The
results support all hypotheses, except for source credibility. The
study also identifies the mediating effects of consumer attitude. The
implications, limitations, and recommendations for future research
are discussed in detail.
Article three:
A study done by Mr. Sony Varghese in the Saudi Journal of Business
and Management Studies on Impact of Social Media on Consumer
Buying Behavior. This research focuses on understanding the buying
process of consumers for complex purchases, with a particular
emphasis on how social media influences this process. Complex
buying behavior refers to infrequent purchases with high consumer
involvement that significantly impact brand choices. Social media
has emerged as a popular trend, with various user-generated web
technologies like blogs, social networks, and social media platforms
such as Facebook, Instagram, YouTube, and Twitter. These platforms
enable global communities to connect, share thoughts, and
exchange content. Social media has revolutionized how consumers
gather product and service information, as opinions and feedback
from strangers on social media can shape offline opinions as well.
Consumers now have the power to generate content and play a
crucial role in shaping brands. Marketers seek to understand how
consumers utilize social media and how the content they encounter
influences their decision-making process. This research also
examines how the abundance of user-generated content impacts
consumer buying patterns. The study adopts the EBM model, which
represents the six phases of the customer decision process, to
explore its relevance in the context of social media usage. A
quantitative survey is conducted to investigate various aspects of
the customer decision process.
Article four:
The emergence of social media has had a significant impact on how
businesses interact with their audience. Nowadays, companies are
utilizing influential individuals, also known as opinion leaders or
influencers, to promote their products on social media platforms.
These influencers possess the ability to engage specific target
audiences, generate recommendations through electronic word-of-
mouth, and influence their followers to make purchases. However,
there is limited understanding regarding what motivates people to
follow these influencers. To address this research gap, an
exploratory study was conducted to investigate the reasons why
young adults choose to follow influencers. The study's findings
contribute to the existing body of literature on influencer marketing
by examining how young adults consume influencer content and the
motivations underlying their decision to follow influencers.
Ultimately, these findings can assist both companies and influencers
in enhancing their social media marketing strategies.
Article five:
Influencer Marketing is a digital communication tool used by
companies to promote their products through influential individuals
in digital media. This form of endorsement has gained popularity
due to technological advancements and digitalization. The primary
goal of influencer endorsements is to have trusted individuals
recommend the products, thereby increasing brand awareness and
sales. Trust is a crucial factor in influencer marketing, and it extends
beyond trust in celebrities or individuals to include brand trust. This
study investigates the role of brand trust as a mediator in the
relationship between influencer endorsement and purchase
intention. The researchers collected and analyzed 316
questionnaires from Azerbaijani citizens with active social media
accounts. The findings revealed that social media influencers have a
significant impact on purchase intention. Additionally, it was
confirmed that the expertise and attractiveness of influencers are
well-regarded in Azerbaijani society, and brand trust acts as a
mediator in this relationship.
Hypothesis: Investigating The Power of Influencers and
Understanding their Impact on Consumer Behavior.
Introduction:
In today's digital age, social media has become an essential part of
people’s lives. Within this vast landscape, influencers have emerged
as innovators and leaders of opinion. It is undeniable that they have
the ability to influence consumer behavior, making them a
fascinating subject for research. This study aims to delve deep into
the influence of social media influencers on consumer behavior,
brand perception, and purchase decisions, particularly among
young adults. This study aims to uncover the secrets behind their
power and understand how their recommendations shape the
choices consumers make. Through a quantitative survey and
analysis of real-life experiences, this study will uncover the
significant influence that influencers have over their dedicated
followers. This study explores how they impact consumer
preferences and shape how people perceive brands, ultimately
influencing what they decide to buy. Collaborating with influencers
has emerged as a fresh and effective marketing strategy, especially
when targeting the young demographic who actively engage with
social media. By partnering with influencers, brands can attract new
customers, share positive information about their products, and
ultimately increase sales. Social media influencers act as
independent variables, having the power to influence consumer
behavior, brand perception, and purchasing decisions. Consumers'
actions and responses to the content created by influencers become
the dependent variable, reflecting the impact of these influential
individuals on the decision-making process.
