IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASE DECISION

Abstract

The data provides useful insights into social media users' preferences and actions surrounding influencer marketing across various platforms and demographics. Instagram is the most popular platform, with Facebook maintaining a balanced user base and YouTube attracting more male users. Females choose fashion and beauty products, whereas guys prefer technology and electronics. Younger generations are increasingly active in influencer marketing, demonstrating their importance in this space. Trust in influencer recommendations varies with age, with younger populations showing higher levels of trust. The majority of respondents base their purchases on influencer recommendations, revealing influencers' powerful influence on consumer behavior. Furthermore, the domination of product suggestions based on influencer endorsements reveals social media influencers' immense impact, particularly among younger viewers.. However, there are challenges to authenticity and transparency in influencer marketing. Instagram, in particular, is being questioned about its authenticity, leading users to lose faith. Deceptive endorsements on this media typically lead to unfollowing, highlighting the importance of authenticity in maintaining audience engagement and confidence. Furthermore, there is skepticism regarding influencer transparency when it comes to releasing agreements, indicating that influencer-brand relationships should be more honest and clear. Overall, these insights highlight the changing nature of influencer marketing and the necessity for businesses and influencers to embrace authenticity and transparency in order to develop meaningful connections with their audience in the digital sphere.