HOW DO SOCIAL MEDIA INFLUENCERS DRIVE CONSUMER BEHAVIOUR?

Abstract

As organizations recognize the power of influencer marketing, businesses are investing more in working with influencers to promote their products and services. Social media influencers have become increasingly important in shaping consumer behaviour and driving purchasing decisions but it's unclear how or why they have this effect. This lack of understanding makes it difficult for businesses to effectively use influencers as part of overall marketing armoury. This study aims to fill in the knowledge gap by exploring how social media influencers drive consumer behaviour. By applying theory of planned behaviour, the study also focuses on identifying the main drivers of purchase intention through influencer marketing. Findings from semi-structured interviews reveal that follower’s attitudes toward influencers and subjective norms have a favourable impact on purchase intentions which influences consumer behaviour. In addition, four additional constructs were identified from the interviews: authenticity, entertaining content, emotional bond, and personal-relevance. Understanding how customers are influenced by social media influencers can help marketers develop more effective marketing strategies. Managers can target influencers that have the most impact on different customer segments, and use them to generate more effective campaigns.