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Vol.13, No.3, August 2024. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
From Likes to Buys: Unveiling the Impact of Social Media Influencers on Consumer Behavior and Market Dynamics
Agariadne Dwinggo Samala, Soha Rawas
© 2024 Agariadne Dwinggo Samala, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 13, Issue 3, Pages 2156-2161, ISSN 2217-8309, DOI: 10.18421/TEM133-43, August 2024.
Received: 16 March 2024. Revised: 08 May 2024.
Abstract:
This study investigates the significant impact of social media influencers on consumer purchasing behavior, focusing on the role of credibility and trustworthiness. A robust quantitative research approach was used to collect data from an online survey of 500 consumers who actively follow social media influencers. The results show a significant and positive relationship between social media influencers and consumer purchasing behavior. Notably, the credibility of these influencers and the nature of the products or services they promote emerge as important factors influencing consumer decisions. This study offers useful insights for marketers, emphasizing the importance of strategically selecting influencers and cultivating long-term relationships to increase credibility and trustworthiness. These findings provide practical advice for improving influencer marketing strategies and engaging with target audiences.
Keywords – Social media influencers, digital marketing, consumer decision-making, trustworthiness, purchasing behavior. |
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