This study explores the influence of social media influencers on consumer purchase behavior, with a specific focus on young adults and women in Hyderabad, India. The primary objective is to examine how different content types, influencer categories, and platforms shape consumer decisions in the digital age. A quantitative research design was employed, using a structured Likert-scale questionnaire administered to 130 respondents.
Findings reveal that individuals aged 18–24 and female consumers (75.6%) are the most susceptible to influencer marketing, with Instagram identified as the dominant platform (79.5%). Beauty, skincare, and fashion content generate the highest engagement rates, while macro-influencers (100K–1M followers) are perceived as the most persuasive. Product reviews (β = 0.321) and testimonials (β = 0.275) significantly drive consumer behavior, whereas tutorials, sponsored posts, and giveaways have limited or even negative influence.
The study further highlights major consumer risks, including exaggerated product claims (0.929), unsafe product promotion (0.912), materialistic overconsumption (0.905), and misleading sponsorships (0.889). These findings underscore the ethical implications of influencer marketing and call for greater transparency, consumer education, and regulatory oversight to ensure responsible promotional practices in the social media landscape.
Table of Contents.
1 Introduction
2 Literature Review
3 Methodology
4 Results and Discussion
5 Conclusion & Suggestions
Appendix
Abstract
Social media influencers play a crucial role in shaping consumer purchasing decisions, particularly among young adults and women who actively engage with digital content. This study employs a quantitative research approach to analyze the influence of social media influencers on consumer behavior, focusing on Hyderabad. Primary data was collected from 130 respondents using a structured questionnaire based on a Likert scale. Findings indicate that young adults (18–24 years) and women (75.6%) are the most influenced demographic groups, with Instagram (79.5%) emerging as the dominant platform.
Beauty, skincare, and fashion-related content attract the highest engagement, with macro-influencers (100K–1M followers) being the most persuasive. Product reviews (β = 0.321) and testimonials (β = 0.275) significantly drive purchase decisions, whereas tutorials, sponsored posts, and giveaways exhibit minimal or negative impact. The study also highlights key consumer risks, including exaggerated claims (0.929), promotion of unsafe products (0.912), materialistic overconsumption (0.905), and misleading sponsorships (0.889), underscoring ethical concerns in influencer marketing. These findings emphasize the need for transparent marketing practices, enhanced consumer awareness, and regulatory measures to ensure responsible influencer-driven promotions.
1. Introduction
Social media refers to Digital Platforms and applications that enable users to create, share, and engage with content in real-time. It facilitates communication, networking, and community-building across individuals and organizations globally. Examples include Facebook, Instagram, Twitter, and LinkedIn. Social media platforms play a vital role in attracting consumers by enhancing brand visibility, engagement, and trust. Businesses leverage targeted advertisements, influencer collaborations, and interactive content to connect with potential customers. These platforms enable direct communication, personalized marketing, and real-time feedback, helping brands build strong relationships with their audience. User-generated content, reviews, and social proof further influence consumer behavior, driving purchasing decisions. Additionally, features like live streaming, contests, and exclusive promotions create excitement and encourage customer interaction, making social media a powerful tool for consumer attraction and retention.
1.1 DEFINITION OF SOCIAL MEDIA INFLUENCERS (SMIS)
Social Media Influencers (SMIs) are individuals who have established a strong online presence and credibility within a specific niche, allowing them to shape public opinions, trends, and consumer behaviors. They create engaging content across platforms like Instagram, YouTube, TikTok, and Twitter, leveraging their authenticity and relatability to build trust with their audience. Unlike traditional celebrities, SMIs often develop direct interactions with their followers, fostering a sense of community and personal connection. Their influence extends beyond mere product promotions, impacting lifestyle choices, brand perceptions, and even social movements. By consistently sharing recommendations, reviews, and experiences, they play a crucial role in guiding consumer decisions in today's digital era.
1.2 SHIFT FROM TRADITIONAL ADVERTISING TO INFLUENCER-DRIVEN PROMOTIONS
The landscape of marketing and advertising has undergone a significant transformation in recent years, shifting from traditional methods to influencer-driven promotions. Traditional advertising, which primarily relied on television commercials, print media, billboards, and radio ads, once dominated the marketing industry. While these methods reached a broad audience, they often lacked personalization and direct engagement with consumers. As digital platforms evolved, consumer behavior changed, paving the way for influencer marketing to emerge as a more effective and engaging strategy.
One of the primary reasons for this shift is the decline in the effectiveness of traditional advertising. With the rise of ad blockers, declining television viewership, and reduced newspaper readership, brands have found it increasingly challenging to capture consumer attention through conventional methods. Additionally, modern consumers tend to distrust overly promotional advertisements, seeking more authentic and relatable content when making purchase decisions. This shift in consumer preferences has encouraged brands to explore alternative marketing approaches, leading to the rise of influencer-driven promotions.
Social media influencers have become powerful marketing assets due to their ability to establish genuine connections with their audiences. Unlike traditional celebrity endorsements, which often feel scripted and impersonal, influencers engage with their followers on a personal level. Their content is perceived as more trustworthy because it reflects real-life experiences, reviews, and recommendations. This authenticity makes influencer-driven promotions more persuasive, as consumers view them as credible sources rather than paid advertisements. Another significant factor driving this shift is the targeted reach of influencer marketing. Traditional advertising operates on a mass appeal strategy, often reaching consumers who may not be interested in the product or service being promoted. In contrast, influencers have niche audiences who actively seek content related to specific interests such as fashion, beauty, fitness, technology, and lifestyle. Brands can collaborate with influencers who align with their target market, ensuring that their promotional efforts resonate with the right audience and yield higher conversion rates.
Additionally, the rise of social media platforms like Instagram, TikTok, YouTube, and Twitter has provided influencers with direct access to millions of potential consumers. These platforms allow for creative, engaging, and interactive content formats such as live videos, reels, vlogs, and stories, making influencer-driven promotions more dynamic and appealing than static traditional ads. Consumers are more likely to engage with and share influencer content, increasing brand visibility and organic reach. Furthermore, influencer marketing offers measurable results and greater return on investment (ROI) compared to traditional advertising. Brands can track key performance indicators (KPIs) such as engagement rates, click-through rates, and conversion metrics, allowing them to assess the effectiveness of their campaigns in real time. This level of data-driven marketing was not as easily accessible as traditional advertising, where results were often difficult to quantify.
1.3 TYPES OF INFLUENCERS AND THEIR INFLUENCE
Social media influencers play a significant role in shaping consumer preferences and brand perceptions. They can be categorized based on their reach, engagement levels, and audience trust:
1. Mega-Influencers (Celebrities)
o These influencers have massive followings, often exceeding a million followers, and include famous personalities from entertainment, sports, and other industries.
o Their reach is vast, making them ideal for brand awareness campaigns, but their engagement rates tend to be lower due to the broad and diverse nature of their audience.
o Companies often collaborate with mega-influencers for high-profile product launches, endorsements, and international marketing campaigns.
o Due to their status, these influencers command high fees for promotions, making them more suitable for large corporations rather than small businesses.
2. Macro-Influencers (Industry Experts and Thought Leaders)
o Typically, macro-influencers have between 100,000 and 1 million followers and are well-known within their niche industries, such as fitness, technology, beauty, and finance.
o They have established credibility and expertise, making them valuable for brands looking to target specific market segments.
o Their audience is more engaged than that of mega-influencers, as followers trust their insights and recommendations.
o They are often sought after for brand partnerships, product reviews, and sponsored content that requires a mix of reach and engagement.
3. Micro-Influencers (Everyday Consumers with Niche Audiences)
o Micro-influencers typically have between 10,000 and 100,000 followers and are known for their close connections with their audience.
o They have high engagement rates because their content feels more authentic and relatable.
o Their recommendations carry significant weight, as followers view them as trustworthy sources rather than corporate spokespeople.
o Brands prefer collaborating with micro-influencers for targeted marketing campaigns, as they often yield higher conversion rates than mega or macro-influencers.
4. Nano-influencers (Small-Scale Influencers with Hyper-Engaged Communities)
o These influencers have fewer than 10,000 followers but are highly trusted within their communities.
o Their content is deeply personal, making them ideal for word-of-mouth marketing and hyper-local promotions.
o Nano-influencers often collaborate with small businesses, startups, and local brands, providing personalized recommendations and reviews.
o Their high engagement rates make them effective for building strong brand loyalty and fostering genuine consumer relationships.
Each type of influencer plays a unique role in digital marketing, and brands must choose the right influencers based on their marketing goals, target audience, and budget.
1.4 IMPACT ON CONSUMER DECISION-MAKING PROCESS
Social media influencers significantly shape the way consumers discover, evaluate, and purchase products. Their influence extends across various stages of the consumer decision-making process, guiding potential buyers from initial awareness to post-purchase engagement. The following are the various points that impact the decision-making process of a consumer:
1. Awareness: Introduction of New Products/Services Influencers play a crucial role in introducing new products and services to their audience. Through sponsored posts, unboxing videos, and first-look reviews, they create initial brand exposure. Their extensive reach allows them to present new products to consumers who may not have otherwise discovered them. The engaging storytelling and creative content used by influencers enhance brand recall, making products more memorable and increasing consumer awareness.
2. Interest: Engaging Content Sparks Curiosity Once awareness is established, influencers spark interest in products through engaging and informative content. High-quality visuals, compelling narratives, and behind-the-scenes content help build excitement and curiosity. Tutorials, product demonstrations, and real-life applications showcase the benefits and uses of a product, making it more appealing to potential buyers. Interactive features such as Q&A sessions and polls further involve the audience, allowing them to express curiosity and gain additional insights about the product.
3. Consideration: Reviews, Testimonials, and Demonstrations Influence Choices At the consideration stage, influencers provide in-depth reviews, testimonials, and hands-on demonstrations that help potential buyers evaluate their options. Their honest opinions and social proof build trust and credibility, reducing skepticism among consumers. Many influencers compare products, highlighting strengths and weaknesses to help their audience make informed purchasing decisions. This stage is crucial as it solidifies consumer confidence and moves them closer to making a purchase.
4. Purchase: Discounts, Affiliate Links, and Brand Partnerships Drive Sales Influencers use strategic marketing techniques to encourage purchases, such as offering exclusive discount codes, limited-time offers, and affiliate links. By leveraging their influence, they create a sense of urgency that prompts immediate action from consumers. Additionally, shopping integrations on platforms like Instagram and TikTok make the purchasing process seamless, allowing users to buy products directly from influencer posts. These strategies increase conversions and generate direct sales for brands.
5. Post-Purchase Behaviour: Community Engagement and Feedback Loops Sustain Brand Loyalty Influencers continue to play a role even after the purchase is made by engaging with customers and fostering brand loyalty. They encourage buyers to share their experiences, leave reviews, and participate in discussions about the product. This community-driven engagement strengthens the brand’s relationship with its customers and encourages repeat purchases. Additionally, influencers often provide post-purchase support by addressing customer queries and offering additional insights, ensuring long-term satisfaction and trust in the brand.
2. Review of Literature
1. Chen Lou, et al., (2019): The study explores how influencer marketing works, specifically examining the mechanisms by which message value and credibility impact consumer trust in branded content on social media. The research highlights that influencer marketing’s effectiveness is deeply linked to the perceived value of the message and the credibility of the influencer. Consumers are more likely to trust content from influencers who are seen as credible and whose message aligns with their values. The study concludes that businesses need to carefully select influencers who not only resonate with their target audience but also convey authentic, credible content to build consumer trust and drive positive brand outcomes.
2. Simone Lykke Tranholm Mouritzen, et al., (2023): The study seeks to conceptualize virtual influencer marketing, examining the opportunities and risks associated with using virtual influencers in social media marketing communications. The study distinguishes virtual influencers from real-life influencers, noting their unique attributes such as customization, flexibility, ownership, and automation. A taxonomy of virtual influencers is introduced, offering a better understanding of their various types and roles . The study concludes that brands must carefully evaluate the different characteristics of virtual influencers when integrating them into marketing campaigns, while also considering the ethical and social implications of virtual influencer marketing in a world where authenticity is increasingly questioned.
3. Mehmet Gökerik (2024): The study investigates how consumer cynicism—an attitude of skepticism towards marketing messages—affects purchase intention and brand loyalty, particularly in the context of influencer marketing. The study found that credible influencer posts and recommendations can reduce consumer cynicism, which in turn enhances consumer trust, brand loyalty, and purchase intentions. Influencer content that is authentic and realistic plays a crucial role in mitigating cynicism. The study concludes that brands should focus on producing genuine, transparent content to foster stronger connections with consumers, boost brand loyalty, and improve purchase behaviors.
4. Anand Jhawar, et al., (2023): The study explores the rise of virtual influencers (VIs) in marketing, aiming to identify the theories governing their interaction with social media users (SMUs) and propose a conceptual model for their acceptance. The study highlights that parasocial interaction (PSI) and source credibility theory are key to SMUs' acceptance of VIs. It also identifies similarity as an added dimension of source credibility. Industries such as fashion, electronics, tourism, and healthcare can effectively leverage VIs, particularly for promoting luxury products. The study thus concludes that VIs can significantly enhance brand awareness, especially among younger generations like Gen Y and Gen Z. The study addresses a gap in understanding VI-SMU interactions by presenting a theoretical model explaining their acceptance.
5. Kendra Fowler, et al., (2023): The study provides a comprehensive review of influencer marketing to identify publication trends, theoretical frameworks, and gaps in existing research while guiding future exploration. The study categorizes research into trends, constructs, contexts, and methods, identifying gaps in the literature and suggesting future directions. Emerging themes include influencer strategies and their outcomes. The scoping study serves as a foundational reference for advancing influencer marketing research, offering practical insights and highlighting untapped areas for exploration.
6. Margaréta Nadányiová, et al., (2023): The study examines how influencer marketing influences Generation Z's decision-making process, emphasizing factors like credibility, engagement, and long-term collaborations. Influencer marketing fosters brand loyalty and improves company image among Gen Z. The study thus concludes that successful campaigns depend on influencer selection, creativity, and the depth of influencer-follower relationships. Targeted influencer marketing campaigns can effectively engage Gen Z, building long-term loyalty and enhancing brand perception.
7. Asif Iqbal, et al., (2023): The study synthesizes research on influencer marketing, examining its effectiveness, antecedents, outcomes, and gaps in the literature. Influencer marketing enhances brand visibility and consumer trust. Recommendations from influencers positively influence purchasing decisions. Social capital theory explains the impact of follower engagement on ROI. The study critically evaluates research findings, providing actionable insights and identifying promising areas for future study to maximize influencer marketing effectiveness.
8. Michael Haenlein, et al., (2020): The study explores strategies for successful influencer marketing on platforms like Instagram and TikTok, emphasizing its growing importance in B2C industries. Influencer marketing relies on platform-specific strategies to enhance effectiveness. The study concludes that firms can leverage influencer marketing by tailoring campaigns to platform characteristics, ensuring long-term engagement and sustainable growth.
9. Mohammad Arief, et al.,(2023): The study investigates the effects of advertising attractiveness, influencer marketing, and online customer reviews on online purchase decisions. The study finds that influencer marketing and customer reviews significantly impact purchase decisions while advertising attractiveness does not. Long-term collaboration with influencers enhances credibility and consumer engagement. The study concludes, that firms should prioritize influencer marketing and reviews over aesthetic advertising to drive online sales.
10. Chung-Wha (Chloe) Ki, et al., (2022): The study examines factors influencing trust and distrust in social media influencers (SMIs) and their impact on consumer behavior. The study finds informativeness and content attributes enhance trust, while perceived ad clutter fosters distrust. Ambivalence in trust affects consumers' intention to imitate influencers. The study concludes that to sustain trust, SMIs should focus on genuine, informative content while avoiding excessive branded promotions.
11. Chen Lou, et al., (2022): The study investigates how platform characteristics and follower gratifications affect influencer-follower relationships and advertising outcomes. The study states that parasocial relationships (PSR) vary by platform and are influenced by platform affordances and individual gratifications, leading to improved advertising outcomes. The study concludes that understanding platform-specific dynamics is crucial for optimizing influencer-follower interactions and achieving marketing success.
12. Annika Abell, et al., (2022): The study explores how food imagery in influencer posts affects social media engagement and consumer behavior. The study states healthy food imagery leads to higher engagement and increased product trial likelihood, driven by consumer identification with the influencer.
The study thus concludes, that leveraging healthy food imagery in influencer marketing enhances engagement and consumer affinity.
13. Maximilian Beichert, et al.,(2023): The study examines the impact of targeting influencers with different follower counts on revenue generation and ROI. The study states that low-followership influencers achieve higher ROI due to greater engagement, as explained by social capital theory. The study hence concludes that firms should focus on low-followership influencers to maximize revenue and engagement while reducing endorsement costs.
14. Fine F. Leung, et al., (2022): The study evaluates the costs of influencer marketing campaigns and their effectiveness, with a focus on engagement elasticity. The study aims to understand how the influencer, their followers, and the content influence campaign success. Factors such as influencer originality, follower size, and sponsor salience enhance campaign effectiveness, while posts about new product launches reduce it. Moderating factors, including influencer activity, follower–brand fit, and post positivity, show an inverted U-shaped effect on effectiveness. The study concludes, that firms should adopt a balanced approach to selecting influencers and managing content to optimize influencer marketing outcomes. These insights provide practical guidelines for designing effective influencer campaigns.
15. Guoquan Ye, et al (2021): The study explores influencer marketing as a cost-efficient tool for reaching engaged audiences, highlighting its perception as authentic rather than advertising. The study looks into how influencer marketing ensures broad reach and engagement, making it an effective promotional strategy. It bridges brands with audiences while fostering trust and authenticity. The study concludes, how influencer marketing offers significant potential for businesses seeking to connect with target demographics, with managerial implications emphasizing authentic and audience-relevant campaigns.
16. Dolores Mahmud, et al., (2023): The study examines how hedonic motivation and influencer marketing influence purchasing decisions, with Fear of Missing Out (FoMO) as a mediator. Hedonic motivation and influencer marketing positively impact purchasing decisions. The study finds that FoMO does not mediate the relationship between influencer marketing and purchase decisions. The study concludes, that influencer marketing and hedonic motivations are critical for influencing purchasing behavior in the fashion industry, but FoMO plays a limited role as a mediator.
17. Dhea Nofa Lestiyani, et al., (2023): The study investigates how influencer marketing and brand love impact purchasing decisions for skincare products. The study examines, how both influencer marketing and brand love significantly influence purchasing decisions. The study states how influencer marketing and brand love are vital components of consumer decision-making, highlighting the need for strategic focus in these areas.
18. Dhun, Hamendra Kumar Dangi (2022): The research explores how influencer credibility and congruence with a brand affect brand attitude and electronic word-of-mouth (eWOM) intentions on Instagram. The research finds influencer expertise, similarity, and congruence positively impact brand attitudes, while expertise, trustworthiness, and similarity enhance eWOM intentions. The research concludes brands should prioritize credibility and congruence in influencer selection to achieve positive brand attitudes and stimulate eWOM.
19. Kresnawidiansyah Agustian, et al., (2023): The study investigates the effect of influencer marketing on brand awareness and sales for small and medium enterprises (SMEs). The study finds, that influencer marketing effectively enhances brand awareness and sales, helping SMEs connect with engaged audiences and expand market reach. The study concludes, how influencer marketing holds significant potential for SMEs to achieve marketing goals, emphasizing its relevance in today’s digital landscape.
20. Ifeanyi Okonkwo, Emmanuel Namkoisse (2023): The study explores the evolution of influencer marketing, emphasizing authenticity, ethical considerations, risk mitigation, and future trends. The study examines, effective influencer campaigns require clear objectives, engaging content, multi-channel approaches, and audience engagement. Future trends include AI-driven campaigns and virtual influencers. The study thus concludes, how influencer marketing is evolving toward authenticity and long-term partnerships, providing a dynamic tool for fostering brand relationships.
21. Sean Sands, et al., (2022): The research examines consumer responses to AI influencers compared to traditional influencers, focusing on social distance, trust, and effectiveness. The research finds, that AI influencers are perceived similarly to human influencers regarding following intent and personalization but are trusted less.
High need-for-uniqueness individuals respond more positively to AI influencers. The research thus concludes AI influencers show potential, brands should approach cautiously, ensuring they complement rather than replace human influencers.
22. Liselot Hudders, Chen Lou (2022): The study reviews the rise of influencer marketing, examining its efficacy, underlying mechanisms, ethical concerns, and future directions. The study examines how influencer marketing is highly effective but raises ethical issues, particularly concerning transparency and targeting younger audiences. Future trends emphasize authenticity and regulatory compliance. The study concludes as influencer marketing continues to grow, addressing ethical challenges and prioritizing authenticity is crucial for sustainable success.
23. Hanna Reinikainen, et al., (2020): The study investigates the moderating role of audience comments in parasocial relationships and influencer marketing. The study explores how positive audience comments enhance the perceived credibility of influencers, strengthening parasocial relationships and consumer trust in endorsed brands. The study concludes, that engaging audience interactions play a critical role in influencer marketing, emphasizing the importance of fostering active comment sections for campaign success.
2.1 RESEARCH GAP
While social media influencers have become a prominent marketing channel, existing studies often focus narrowly on their effectiveness in promoting brands or increasing sales. However, limited attention has been given to understanding the demographic and psychological characteristics of consumers who are most influenced by influencers. Moreover, most research emphasizes the benefits of influencer marketing without adequately addressing the risks faced by customers, such as false advertising, lack of transparency, or promotion of low-quality products. Additionally, studies exploring the psychological impact of influencer endorsements and their influence on purchase decisions remain unexplored. This research seeks to fill these gaps by comprehensively examining both the positive and negative dimensions of social media influencers in shaping consumer behavior.
2.2 NEED OF THE STUDY
In the digital era, social media influencers have emerged as a powerful force shaping consumer preferences and purchase decisions. With their ability to connect with audiences on a personal level, influencers have become key players in modern marketing strategies. However, understanding who is most influenced by these endorsements in terms of demographic and psychological traits—is crucial for businesses to effectively target their campaigns. It helps businesses develop more responsible marketing strategies, helps consumers make informed decisions, and helps policymakers regulate influencer marketing practices effectively.
2.3 OBJECTIVE OF THE STUDY
1. To analyze the demographic and psychological characteristics of consumers who are most influenced by social media influencers.
2. To evaluate the impact of social media influencers on consumer purchasing decisions.
3. To examine the potential risks faced by customers due to social media influencers.
2.4 HYPOTHESIS OF THE STUDY
Null Hypothesis (H0): Social media influencers factors do not have a significant impact on consumer purchasing decisions.
2.5 SCOPE OF THE STUDY
This study focuses on examining the role of social media influencers in shaping purchase decisions across popular platforms such as YouTube, Instagram, and Facebook. The research aims to understand how influencers on these platforms impact consumer decision-making processes. By focusing on these areas, the study aims to provide valuable insights for marketers, businesses, and policymakers to develop more effective and ethical influencer marketing strategies, while also empowering consumers to make informed purchasing decisions.
3 Methodology
The research methodology for this study is designed to analyze the role of social media influencers in shaping purchase decisions. The following components outline the methodology:
1. Research Design: The study adopts a quantitative research approach, enabling the collection and analysis of numerical data to evaluate the impact of social media influencers on consumer purchasing behavior.
2. Geographic Scope: The research is geographically focused on Hyderabad , targeting participants who actively engage with social media platforms.
3. Target Population: The target population for this study comprises customers who are active users of social media and frequently interact with influencer-generated content.
4. Data Type: The study relies on primary data , collected directly from respondents through a structured questionnaire.
5. Sample Social Media Platforms: The study considers popular social media platforms, including YouTube, Instagram, and Facebook, where influencers actively engage with their audience.
6. Sampling Methodology: A convenience sampling method is employed to select participants based on their availability and willingness to participate in the study.
7. Sample Size: The sample size for the study is 78 respondents, ensuring a reasonable representation of the target population.
8. Data Collection Method: Data is collected using a structured questionnaire based on a Likert scale, which enables the measurement of respondents' attitudes, opinions, and behaviors about influencer marketing.
LIMITATION OF THE STUDY
1. The study is limited to Hyderabad, which may restrict the generalizability of the findings to other regions with diverse cultural and social media usage patterns.
2. The study focuses only on three social media platforms: YouTube, Instagram, and Facebook. Excluding other platforms may overlook important insights from users who primarily engage on those platforms.
3. The study targets only those who are active on social media and engage with influencer content, potentially excluding insights from passive users or those who rarely interact with influencers.
4. Results and Discussion
4.1 DEMOGRAPHIC AND PSYCHOLOGICAL PROFILE
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Source: Primary data
The table presents the age distribution of respondents, highlighting that the majority (59%) fall within the 18 to 24 age group, followed by 20.5% in the 25 to 34 range. The remaining respondents consist of 9% aged 35 to 44 and 11.5% who are 45 and above. The cumulative percentage indicates that 79.5% of the respondents are under 35, suggesting that younger individuals are the predominant demographic in this dataset. Given that younger consumers, particularly those in the 18 to 24 age brackets, are more digitally engaged and active on social media, they are likely the most influenced by social media influencers. Their higher exposure to online trends, preference for digital content, and engagement with influencer-driven marketing make them a key target audience for brands leveraging influencer promotions.
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Source: Primary data
The data indicates that out of 78 respondents, 59 (75.6%) are female, while 19 (24.4%) are male. This suggests that females make up the majority of consumers who are most influenced by social media influencers. The significantly higher percentage of female respondents implies that women may be more engaged with influencer marketing or more likely to be swayed by social media personalities when making purchasing decisions. This trend could be attributed to factors such as the nature of influencer content, product categories promoted, or social media consumption patterns among different genders.
Illustrations are not included in the reading sample
Source: Primary data
The table indicates that the majority of respondents (53.8%) hold an undergraduate degree, followed by 30.8% with a postgraduate degree, and 15.4% with a professional degree. The cumulative percentage shows that 84.6% of respondents have at least a postgraduate education, indicating a well-educated sample group. In the context of social media influence, individuals with an undergraduate degree are likely the most influenced, as they make up the largest portion of the dataset. Younger graduates tend to be more active on social media platforms, engaging with digital content and influencer-driven marketing strategies. Their higher adaptability to online trends and preference for social proof in decision-making makes them key consumers influenced by social media influencers.
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Source: Primary data
The table shows that half of the respondents (50%) have a monthly income of less than 25,000, while 21.8% earn between 25,000 and 50,000. A smaller proportion earns between 50,000 and 100,000 (6.4%), and 21.8% fall into the highest income category of 100,000 and above. The cumulative percentage reveals that 71.8% of respondents earn 50,000 or less, indicating that a significant portion belongs to the lower to middle-income range. In terms of social media influence, consumers with lower incomes are likely more engaged with social media influencers, as they often rely on recommendations, discounts, and product reviews before making purchasing decisions. Their purchasing behavior is influenced by affordability, trending products, and aspirational lifestyle content shared by influencers, making them a key target audience for influencer-driven marketing strategies.
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Source: Primary data
The table reveals that Instagram is the most frequently used social media platform, with 79.5% of respondents favoring it. YouTube follows at 17.9%, while TikTok and Facebook each account for only 1.3% of users. The cumulative percentage shows that nearly all respondents (97.4%) use either Instagram or YouTube, highlighting their dominance in social media engagement. Given these findings, consumers most influenced by social media influencers are primarily Instagram users. Instagram’s visual content, influencer marketing strategies, and interactive features such as stories, reels, and shopping links make it an effective platform for brand promotions. YouTube also plays a significant role, likely appealing to users who prefer long-form content and detailed product reviews. Meanwhile, TikTok and Facebook have minimal influence in this dataset, indicating that their impact on purchasing decisions is limited among these respondents.
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Source: Primary data
The table indicates that beauty and skincare content is the most engaging type of influencer content, with 56.4% of respondents favoring it. Fashion and accessories follow at 19.2%, while food and beverages capture the interest of 11.5%. Health and fitness content engages 9% of respondents, whereas electronics and gadgets have the lowest engagement at 3.8%. The cumulative percentage shows that a significant majority (75.6%) are drawn to beauty, skincare, and fashion-related content. This suggests that consumers most influenced by social media influencers are primarily interested in personal care, beauty trends, and lifestyle enhancements. They are likely to follow influencers for product recommendations, tutorials, and brand collaborations within these categories. This data highlights the effectiveness of influencer marketing in the beauty and fashion industries, as consumers actively engage with visual and review-based content on these topics.
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Source: Primary data
The data reveals that among 78 respondents, the majority (44.9%) find macro-influencers (100K–1M followers) the most persuasive in driving their purchasing decisions, followed by micro-influencers (28.2%) and mega-influencers/celebrities (26.9%). This suggests that consumers are more influenced by influencers with substantial but not overly massive followings, likely due to a balance between reach and perceived authenticity. Macro-influencers may be seen as more relatable and trustworthy compared to celebrities while still having significant exposure. Meanwhile, micro-influencers, though smaller in reach, still hold notable influence, possibly due to their niche expertise and close community engagement. These findings highlight that consumers prefer influencers who are large enough to be credible yet still maintain a sense of authenticity and trustworthiness.
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Source: Primary data
The data shows that when an influencer promotes a product, the majority of consumers (48.7%) feel "curious but cautious," indicating that while they are interested, they may need further validation before making a purchase. A significant portion (35.9%) remains "neutral," suggesting that influencer promotions do not strongly impact their perception. Meanwhile, 11.5% feel "excited to try the product," demonstrating a direct influence of social media endorsements, whereas only a small percentage (3.8%) are "skeptical." These findings suggest that most consumers influenced by social media influencers are open to recommendations but require additional trust-building factors, such as reviews or personal experiences, before committing to a purchase. This cautious optimism highlights the importance of authenticity and credibility in influencer marketing.
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Source: Primary data
The table presents the influence of product reviews by social media influencers on consumer purchasing decisions. Among the 78 respondents, 21.8% found product reviews to be "Very Influential," while 15.4% considered them "Moderately Influential," indicating that over one-third (37.2%) of consumers are significantly impacted by such reviews. Additionally, 26.9% remained "Neutral," suggesting that while they acknowledge the role of product reviews, their purchasing decisions are not heavily dependent on them. However, a notable 33.3% found product reviews to be "Slightly Influential," and 2.6% considered them "Not at all Influential," highlighting that a considerable portion of consumers may be skeptical or minimally swayed by influencer-generated reviews.
The cumulative percentage shows that while a significant share of consumers perceive product reviews as influential, a substantial portion remains unconvinced. These findings suggest that while product reviews by influencers play an important role in shaping consumer decisions, their effectiveness varies among different consumer segments.
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Source: Primary data
The table presents the influence of sponsored posts by social media influencers on consumer purchasing decisions. Among the 78 respondents, only 3.8% found sponsored posts to be "Very Influential," and 7.7% considered them "Moderately Influential," indicating that a small fraction of consumers are significantly impacted by such content. A substantial portion (34.6%) remained "Neutral," suggesting that while they acknowledge the presence of sponsored posts, they do not find them particularly persuasive. However, a majority of respondents were either "Not at all Influential" (35.9%) or "Slightly Influential" (17.9%), revealing that over half (53.8%) of consumers are skeptical of or minimally swayed by sponsored posts. The cumulative percentage indicates that 88.5% of respondents perceive little to no influence from this form of marketing. These findings suggest that sponsored posts by influencers may lack credibility or authenticity, making them less effective in shaping consumer purchasing decisions compared to other influencer-driven content, such as product reviews or testimonials.
Illustrations are not included in the reading sample
Source: Primary data
The table illustrates the influence of unboxing videos by social media influencers on consumer purchasing decisions. Among the 78 respondents, only 10.3% found unboxing videos to be "Very Influential," while 19.2% considered them "Moderately Influential," indicating that nearly 30% of consumers find such content persuasive in their purchase decisions. A significant portion (30.8%) remained "Neutral," suggesting that while unboxing videos capture attention, they do not strongly impact buying behavior. Additionally, 24.4% of respondents rated them as "Slightly Influential," and 15.4% found them "Not at all Influential," meaning that nearly 40% of consumers are minimally affected by unboxing videos. The cumulative percentage shows that 70.5% of respondents perceive little to moderate influence from this content type. These findings indicate that while unboxing videos can generate interest in a product, they are not the most effective influencer marketing strategy compared to detailed product reviews or testimonials, as they may lack in-depth insights or critical evaluations necessary to drive strong purchasing decisions.
Illustrations are not included in the reading sample
Source: Primary data
The table presents the influence of behind-the-scenes content by social media influencers on consumer purchasing decisions. Among the 78 respondents, only 9% considered behind-the-scenes content to be "Very Influential," while 17.9% found it "Moderately Influential," indicating that just over a quarter of consumers (26.9%) are positively influenced by this type of content. A significant portion (32.1%) remained "Neutral," suggesting that while behind-the-scenes content may be engaging, it does not strongly impact purchase decisions. Additionally, 19.2% of respondents rated it as "Slightly Influential," and 21.8% found it "Not at all Influential," meaning that over 40% of consumers perceive little to no impact from this content type. The cumulative percentage shows that 73.1% of respondents exhibit neutral to low influence, indicating that while behind-the-scenes content might contribute to brand storytelling and transparency, it is not a primary driver of purchasing behavior compared to direct product reviews or testimonials.
Illustrations are not included in the reading sample
Source: Primary data
The table presents data on the perceived influence of live sessions or Q&A sessions, which can be linked to the impact of social media influencers on consumer purchasing decisions. Among the 78 respondents, 41% rated the influence of such sessions as "Neutral," indicating that while they recognize the presence of influencer marketing, they may not always be swayed by it. However, a combined 30.8% found these sessions to be either "Moderately Influential" or "Very Influential," suggesting that a significant portion of consumers are persuaded by influencer engagement. Conversely, 28.2% of respondents perceived these sessions as "Slightly Influential" or "Not at all Influential," reflecting a degree of skepticism or resistance to influencer-driven promotions. This distribution suggests that while influencers can impact consumer behavior, their effectiveness varies based on audience perception and engagement.
Illustrations are not included in the reading sample
Source: Primary data
The table presents data on the perceived influence of giveaways or contests, often used by social media influencers, on consumer purchasing decisions. Among the 78 respondents, 38.5% remained "Neutral," indicating that while giveaways and contests capture attention, they do not always directly impact purchasing behavior. However, 30.8% rated them as either "Slightly Influential" or "Not at all Influential," suggesting that a portion of consumers may view such promotions as ineffective in driving their purchasing choices. On the other hand, 30.8% found giveaways and contests to be either "Moderately Influential" or "Very Influential," highlighting that a substantial group of consumers is influenced by such strategies. These findings suggest that while giveaways and contests can serve as a marketing tool for influencers, their effectiveness varies depending on consumer perception and engagement.
Illustrations are not included in the reading sample
Source: Primary data
The table highlights the perceived influence of testimonials or success stories, a common strategy used by social media influencers, on consumer purchasing decisions. Among the 78 respondents, 32.1% remained "Neutral," suggesting that while testimonials are acknowledged, they do not always have a decisive impact. However, a significant 41% of respondents rated them as either "Moderately Influential" or "Very Influential," indicating that personal success stories and testimonials can be compelling in shaping consumer decisions. On the other hand, 26.9% found them to be either "Slightly Influential" or "Not at all Influential," showing that some consumers remain skeptical about their authenticity or relevance. Overall, testimonials and success stories appear to be one of the more persuasive strategies, as they resonate with a large proportion of consumers.
Illustrations are not included in the reading sample
Source: Primary data
The table illustrates the perceived influence of product comparison videos, a strategy commonly used by social media influencers, on consumer purchasing decisions. Among the 78 respondents, 44.9% remained "Neutral," indicating that while these videos provide information, they do not necessarily persuade a majority of consumers. However, 32.1% found them "Moderately Influential," suggesting that a significant portion of consumers consider product comparisons when making purchasing decisions. Conversely, only 3.8% rated them as "Very Influential," indicating that such content may not be as persuasive as other influencer-driven marketing strategies. Meanwhile, 19.3% found them to be either "Slightly Influential" or "Not at all Influential," suggesting that some consumers do not rely on product comparisons for decision-making. Overall, while product comparison videos are informative, their direct impact on influencing purchases appears to be moderate.
Illustrations are not included in the reading sample
Source: Primary data
The table presents the influence of behind-the-scenes content by social media influencers on consumer purchasing decisions. Among the 78 respondents, only 9% considered behind-the-scenes content to be "Very Influential," while 17.9% found it "Moderately Influential," indicating that just over a quarter of consumers (26.9%) are positively influenced by this type of content. A significant portion (32.1%) remained "Neutral," suggesting that while behind-the-scenes content may be engaging, it does not strongly impact purchase decisions. Additionally, 19.2% of respondents rated it as "Slightly Influential," and 21.8% found it "Not at all Influential," meaning that over 40% of consumers perceive little to no impact from this content type.
The cumulative percentage shows that 73.1% of respondents exhibit neutral to low influence, indicating that while behind-the-scenes content might contribute to brand storytelling and transparency, it is not a primary driver of purchasing behavior compared to direct product reviews or testimonials.
Illustrations are not included in the reading sample
Source: Primary data
The regression analysis results highlight the impact of different social media influencer content types on consumer purchasing decisions, ranked based on standardized beta (β) values. Product reviews (β = 0.321) have the strongest positive influence, suggesting that detailed evaluations by influencers significantly drive consumer purchases. Testimonials or success stories (β = 0.275) follow, indicating that personal experiences and endorsements create trust and encourage purchases. Product comparison videos (β = 0.142) also show a moderate influence, suggesting that consumers rely on comparisons to make informed choices.
However, other content types such as tutorials or “how-to” videos (β = -0.158), sponsored posts (β = -0.094), and giveaways or contests (β = -0.100) have minimal or negative effects, implying that these formats may not strongly persuade consumers to buy. Unboxing videos (β = -0.001), behind-the-scenes content (β = -0.110), and live sessions or Q&A (β = 0.027) show negligible impact, indicating that these forms of influencer content may not directly translate into purchasing behavior. The significance values suggest that while some factors are influential, they are not statistically significant at conventional thresholds, emphasizing the need for further analysis. Overall, the findings indicate that authentic reviews and personal success stories are the most effective influencer strategies for driving consumer purchases.
Illustrations are not included in the reading sample
Source: Primary data
The table presents consumer perceptions regarding false advertising or exaggerated claims by social media influencers. Among the 78 respondents, 34.6% "Agree" and 23.1% "Strongly Agree" that influencers engage in misleading promotional practices, indicating that a significant portion of consumers are skeptical about the authenticity of influencer marketing. Meanwhile, 19.2% remain "Neutral," suggesting some uncertainty or mixed opinions on the matter. On the other hand, 14.1% "Disagree" and 9.0% "Strongly Disagree," showing that a smaller group believes influencer content is generally truthful. These findings suggest that while influencer marketing is widely recognized, concerns about misleading claims are prevalent, which could impact trust and the effectiveness of influencer-driven purchasing decisions.
Illustrations are not included in the reading sample
Source: Primary data
The table highlights consumer perceptions regarding the lack of transparency in paid promotions by social media influencers. Among the 78 respondents, 25.6% "Agree" and 21.8% "Strongly Agree" that influencers are not always transparent about sponsored content, indicating a notable concern about hidden advertisements. Meanwhile, 28.2% remain "Neutral," suggesting some uncertainty or indifference towards the issue. On the other hand, 10.3% "Disagree" and 14.1% "Strongly Disagree," indicating that a smaller portion of consumers believe influencers are generally clear about paid promotions. These results suggest that while influencer marketing plays a role in purchasing decisions, concerns about transparency could impact trust and credibility, potentially making consumers more cautious when relying on influencer recommendations.
Illustrations are not included in the reading sample
Source: Primary data
The table illustrates consumer perceptions regarding the promotion of low-quality or unsafe products by social media influencers. Among the 78 respondents, 26.9% "Agree" and 23.1% "Strongly Agree" that influencers promote such products, indicating a significant concern about the credibility of influencer endorsements. Meanwhile, 30.8% remain "Neutral," suggesting uncertainty or mixed opinions on the matter. In contrast, 10.3% "Disagree" and 9.0% "Strongly Disagree," implying that a smaller portion of consumers trust influencers to promote only reliable and safe products. These findings suggest that while influencers have an impact on consumer purchasing decisions, concerns over product quality could lead to skepticism and reduced trust in influencer recommendations.
Illustrations are not included in the reading sample
Source: Primary data
The table presents consumer opinions on the issue of over-commercialization and excessive materialism driven by social media influencers. Among the 78 respondents, 25.6% "Strongly Agree" and 17.9% "Agree" that influencers contribute to these concerns, highlighting that a significant portion of consumers believe influencer marketing promotes materialistic values. Meanwhile, 30.8% remain "Neutral," suggesting that many individuals are unsure or indifferent about the issue. On the other hand, 15.4% "Disagree" and 10.3% "Strongly Disagree," indicating that a smaller group of consumers do not perceive influencer promotions as excessively commercialized. These results suggest that while influencers have an undeniable impact on purchasing behavior, they are also seen by many as encouraging a culture of materialism.
Illustrations are not included in the reading sample
Source: Primary data
The table provides insights into consumer perceptions regarding misleading or manipulative endorsements by social media influencers. Among the 78 respondents, 20.5% "Strongly Agree" and 21.8% "Agree" that influencers engage in such practices, indicating that a considerable portion of consumers believe influencer marketing may involve deceptive tactics. Meanwhile, 33.3% remain "Neutral," suggesting uncertainty or indifference regarding the issue. On the other hand, 14.1% "Disagree" and 10.3% "Strongly Disagree," implying that a smaller segment of consumers do not view influencer endorsements as misleading or manipulative. These findings suggest that while influencers hold significant sway over consumer decisions, concerns about the authenticity and honesty of their endorsements remain prevalent.
Illustrations are not included in the reading sample
Source: Primary data
The table highlights consumer concerns regarding the inability to hold social media influencers accountable for product issues. Among the 78 respondents, 24.4% "Strongly Agree" and 23.1% "Agree" that influencers are not held responsible for the quality or issues of the products they promote, indicating a significant concern about accountability in influencer marketing. Meanwhile, 30.8% remain "Neutral," suggesting some uncertainty or lack of strong opinions on the matter. On the other hand, 11.5% "Disagree" and 10.3% "Strongly Disagree," implying that a smaller portion of consumers believe influencers can be held accountable. These findings suggest that while influencers impact consumer purchasing decisions, there is a widespread perception that they do not bear responsibility when issues arise with endorsed products, raising ethical concerns about influencer marketing practices.
Illustrations are not included in the reading sample
Source: Primary data
The table illustrates consumer perceptions regarding social media influencers encouraging unnecessary or impulsive purchases. Out of 78 respondents, 25.6% "Strongly Agree" and 17.9% "Agree" that influencers contribute to impulsive buying behavior, making up a combined 43.5% who see this as a concern. Additionally, 30.8% remain "Neutral," indicating that a significant portion of consumers may recognize some influence but do not hold strong opinions on the matter. Meanwhile, 15.4% "Disagree" and 10.3% "Strongly Disagree," suggesting that a smaller percentage of consumers do not see influencers as a major factor in impulsive buying. Overall, the findings suggest that many consumers believe social media influencers play a role in driving unnecessary purchases, highlighting the persuasive power of influencer marketing in shaping consumer behavior.
Illustrations are not included in the reading sample
The factor analysis results highlight significant risks that customers face due to social media influencers, with high factor loadings indicating their strong association with influencer-driven marketing. False advertising or exaggerated claims (0.929) emerge as the most critical risk, suggesting that many influencers, whether intentionally or due to lack of expertise, overstate product benefits, leading consumers to buy ineffective or unsuitable products. Promotion of low-quality or unsafe products (0.912) ranks second, reflecting the danger of influencers endorsing items without verifying their quality, potentially compromising consumer safety. Over-commercialization and excessive materialism (0.905) follow, demonstrating how influencers frequently encourage overconsumption by portraying luxury and trend-driven products as essential, fostering unhealthy spending habits. Lack of transparency about paid promotions (0.893) and misleading or manipulative endorsements (0.889) further underscore ethical concerns, as influencers may disguise sponsored content as genuine opinions, misleading their audiences. Additionally, encouraging unnecessary or impulsive purchases (0.868) highlights how influencer marketing can drive emotional spending, pushing consumers to make purchases they might not otherwise consider. Lastly, the inability to hold influencers accountable for product issues (0.854) emphasizes a critical gap in consumer protection, as influencers often bear no responsibility for the products they endorse, leaving customers without recourse if they receive defective or misleading items. These findings emphasize the urgent need for stricter regulations, ethical marketing practices, and increased consumer awareness to mitigate these risks.
4. FINDINGS OF THE STUDY
1. The study found that the majority of consumers influenced by social media influencers are young adults (18–24 years, 59%), indicating that digital engagement and social media activity play a key role in shaping purchasing decisions.
2. The study states that Women (75.6%) are more influenced by social media influencers than men, suggesting that influencer marketing strategies and product categories align more with female preferences and online engagement habits.
3. The study signifies that Consumers with an undergraduate degree (53.8%) form the largest influenced group, implying that younger, well-educated individuals are more likely to engage with and trust influencer recommendations.
4. The study derived that a majority (71.8%) of respondents earn 50,000 or less, indicating that lower to middle-income consumers rely on influencer promotions for affordability, discounts, and aspirational lifestyle content.
5. The study found that Instagram (79.5%) is the most influential platform, followed by YouTube (17.9%), highlighting the dominance of visual and interactive content in driving consumer purchasing decisions.
6. The study found that Consumers engage most with beauty and skincare (56.4%), followed by fashion (19.2%), showing that influencer marketing is most effective in personal care and lifestyle segments. Macro-influencers (100K–1M followers) are the most persuasive, as they balance reach and authenticity.
7. The study found that with the highest beta value (β = 0.321), product reviews have the strongest positive influence on consumer decisions, indicating that detailed evaluations by influencers significantly impact purchasing behavior.
8. The study derived that Testimonials or success stories (β = 0.275) play a crucial role in influencing consumers, as personal experiences create credibility and encourage trust-based purchasing decisions.
9. The study examined that Product comparison videos (β = 0.142) show a moderate impact, suggesting that consumers rely on side-by-side analyses to make informed choices before purchasing.
10. The study analyzed that Tutorials (β = -0.158), sponsored posts (β = -0.094), and giveaways (β = -0.100) exhibit minimal or negative impact, indicating that consumers may be skeptical of promotional content that lacks authenticity.
11. The study found that with the highest factor loading (0.929), exaggerated claims by influencers mislead consumers into buying ineffective or unsuitable products, highlighting the need for stricter content verification.
12. The study derived that Ranked second (0.912), influencers endorsing unverified or subpar products pose a serious risk to consumer safety, emphasizing the need for quality assurance in influencer marketing.
13. The study reveals that the high factor loading (0.905) indicates that influencers often promote excessive spending by portraying luxury and trendy products as necessities, leading to unhealthy financial habits.
14. The study found that Misleading sponsorships (0.889) and the inability to hold influencers accountable (0.854) reveal ethical concerns, as hidden promotions and lack of consumer protection expose buyers to deception.
CONCLUSION
The study highlights the significant role of social media influencers in shaping consumer purchasing decisions, particularly among young adults (18–24 years) and women, who exhibit higher engagement with influencer-driven content. Consumers with undergraduate degrees and lower to middle-income groups rely heavily on influencer recommendations, often seeking affordability, discounts, and aspirational lifestyle content. Instagram and YouTube have emerged as the dominant platforms, with beauty, skincare, and fashion-related promotions being the most effective. Among influencer content types, product reviews and testimonials have the strongest impact, while promotional content such as sponsored posts and giveaways generate skepticism. However, the study also identifies critical risks, including false advertising, promotion of low-quality products, materialistic overconsumption, and a lack of transparency in sponsorships, which pose ethical concerns and consumer safety issues. These findings underscore the need for more authentic influencer marketing strategies, regulatory measures, and enhanced consumer awareness to balance the persuasive power of influencers with responsible marketing practices.
SUGGESTIONS
1. The study suggests that enhancing consumer awareness and financial responsibility is crucial, as a significant proportion of influenced consumers belong to lower- to middle-income groups. Integrating financial literacy campaigns into influencer marketing can help consumers make informed choices and prevent excessive spending driven by aspirational content.
2. The study suggests that platform-specific marketing approaches should be prioritized, as Instagram is the most influential platform, followed by YouTube. Brands should focus on visually appealing and interactive content while collaborating with macro-influencers who balance reach and authenticity to maximize impact.
3. The study suggests that regulating promotional content for transparency is necessary, as product reviews and testimonials have the strongest influence on consumer decisions. Encouraging influencers to provide honest and transparent feedback, along with enforcing guidelines to minimize misleading sponsorships and exaggerated claims, can improve consumer trust.
4. The study suggests that quality assurance and ethical marketing practices should be strengthened, given the risks associated with influencers endorsing unverified or subpar products. Brands must ensure product authenticity before partnerships, and stricter regulations should be implemented to require influencers to disclose sponsorships.
5. The study suggests that improving influencer accountability and consumer protection is essential, as concerns about misleading sponsorships and the lack of influencer accountability persist.
V References.
1. Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). EXPRESS: Influencer marketing effectiveness. Journal of Marketing, 86(1), 29–52.
2. Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(5), 594–610.
3. Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The influence of hedonic motivation, and influencer marketing on purchase decision with FOMO (Fear of Missing Out) as mediation. International Journal of Professional Business Review, 8(5), e01236.
4. Lestiyani, D. N., & Purwanto, S. (2023). Analisis pengaruh influencer marketing dan brand love terhadap keputusan pembelian produk skincare Skintific. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 9(2), 101–111.
5. Dhun, H., & Dangi, H. K. (2022). Influencer marketing: Role of influencer credibility and congruence on brand attitude and eWOM. Journal of Internet Commerce, 21(3), 243–263.
6. Agustian, K., Hidayat, R., Zen, A., Sekarini, R. A., & Malik, A. J. (2023). The influence of influencer marketing in increasing brand awareness and sales for SMEs. Technology and Society Perspectives (TACIT), 2(1), 32–41.
7. Okonkwo, I., & Namkoisse, E. (2023). The role of influencer marketing in building authentic brand relationships online. Journal of Digital Marketing and Communication, 3(2), 85–97.
8. Sands, S., Campbell, C., Plangger, K., & Ferraro, C. (2022). Unreal influence: Leveraging AI in influencer marketing. European Journal of Marketing, 56(9), 2456–2476.
9. Hudders, L., & Lou, C. (2022). A new era of influencer marketing: Lessons from recent inquiries and thoughts on future directions. International Journal of Advertising, 41(5), 679–700.
10. Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). “You are a great big sister” – Parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(1–2), 29–47.
APPENDIX
QUESTIONNAIRE
Demographic and Psychological Profile
What is your age group?
- 18–24
- 25–34
- 35–44
- 45 and above
What is your gender?
- Male
- Female
What is your highest level of education?
- Undergraduate Degree
- Postgraduate Degree
- Professional Degree
What is your monthly income range?
- Less than 25,000
- 25,000–50,000
- 50,000–100,000
- 100,000 and above
Which social media platforms do you use the most?
- Instagram
- YouTube
- TikTok
- Facebook
- Twitter
Which type of content from influencers do you find most engaging?
- Beauty and skincare
- Fashion and accessories
- Food and beverages
- Electronics and gadgets
- Health and fitness
Which type of influencer do you find more persuasive in driving your purchasing decisions?
· Micro-influencers (10K–100K followers)
· Macro-influencers (100K–1M followers)
· Mega-influencers/celebrities (1M+ followers)
How do you feel when an influencer promotes a product?
· Excited to try the product
· Curious but cautious
· Neutral
· Skeptical
Section 2: Factors Related to Social Media Influencers
How much does each social media influencer factor influence your purchasing decisions? Please rate on a scale of 1 to 5, where: 1 = Not at all influential, 2 = Slightly influential, 3 = Neutral, 4 = Moderately influential, 5 = Very influential.
Illustrations are not included in the reading sample
How often do you purchase products based on influencer recommendations? (Purchase decision)
· Very often
· Often
· Occasionally
· Rarely
· Never
To what extent do you agree that the following are potential risks faced by customers due to social media influencers? Please rate on a scale of 1 to 5, where: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree.
Illustrations are not included in the reading sample
[...]
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- Quote paper
- Arul Jothi M (Author), 2024, The Impact of Social Media Influencers on Consumer Purchase Decisions. A Quantitative Study from Hyderabad, Munich, GRIN Verlag, https://www.grin.com/document/1580261
