The Impact of Social Media Influencers on Consumer Purchasing Decisions

EasyChair Preprint 14033

Abstract

This research study aims to examine the influence of social media influencers on consumer purchasing decisions. With the rise of social media platforms, influencers have become prominent figures with significant impact on consumer behavior. The objective of this study is to analyze the extent to which social media influencers influence consumer purchasing decisions and to identify the factors that contribute to their effectiveness.

The study will employ a mixed-methods approach, combining both qualitative and quantitative data. Qualitative data will be collected through in-depth interviews with consumers to gain insights into their perceptions and experiences with social media influencers. Quantitative data will be gathered through an online survey, targeting a diverse sample of consumers across different age groups and demographic backgrounds.

The findings of this research will provide valuable insights into the role of social media influencers in shaping consumer behavior. By understanding the factors that contribute to their effectiveness, businesses can develop more targeted and effective marketing strategies. This study will contribute to the existing literature on social media marketing and consumer behavior, and provide practical implications for marketers and businesses seeking to leverage the power of social media influencers to influence consumer purchasing decisions.

Keyphrases: behavior, consumer, social

@booklet{EasyChair:14033,
  author    = {Ralph Shad and Ayoolu Olukemi and Axel Egon},
  title     = {The Impact of Social Media Influencers on Consumer Purchasing Decisions},
  howpublished = {EasyChair Preprint 14033},
  year      = {EasyChair, 2024}}