Influences of Social Media Influencers on Purchasing Decisions

Abstract

The rapid expansion of social media platforms has significantly transformed the way consumers search for information, evaluate products, and make purchasing decisions. In this digital environment, social media influencers have emerged as powerful intermediaries between brands and consumers. Influencers, through their large follower bases and perceived authenticity, are able to shape opinions, build trust, and stimulate purchase intentions more effectively than many traditional advertising methods. This study examines the influences of social media influencers on purchasing decisions, focusing on three key dimensions: influencer trust, brand awareness, and purchase intention. Using a mixed-method approach, the research combines quantitative survey data from 500 social media users aged 16–45 with qualitative insights from 20 in-depth interviews. The quantitative analysis explores the strength and direction of relationships among influencer-related variables and consumer purchase behavior, while the qualitative findings provide deeper understanding of the emotional and cognitive mechanisms underlying these relationships. This paper investigates how social media influencers shape consumer purchasing decisions. With rising digital connectivity, influencers—individuals with large online followings—have become powerful voices in marketing. This study examines psychological mechanisms, consumer trust, social proof, and the effectiveness of influencer marketing as compared to traditional advertising. Findings suggest that influencers significantly affect purchase intentions, brand awareness, and consumer behavior, especially among younger demographics. The implications for marketers and future research directions are discussed.