Impact of social media influencers on purchase intentions: A comprehensive study across industries

Abstract

Social media influencers have become increasingly influential in shaping consumer behavior and purchase intentions across various industries. This comprehensive study examines the impact of social media influencers on purchase intentions across industries, exploring the effectiveness of influencer marketing strategies and their implications for consumer behavior. Through a mixed-methods approach, combining quantitative surveys and qualitative interviews, data was collected from a diverse sample of social media users across different demographics and industries. The study analyzes the influence of influencer credibility, authenticity, and relevance on consumer attitudes and purchase intentions, as well as the effectiveness of industry-specific influencer strategies. Findings highlight the significant role of social media influencers in driving purchase intentions, with factors such as influencer credibility and content authenticity playing a crucial role in shaping consumer perceptions and behaviors. The study also discusses future research directions, including longitudinal studies, cross-cultural comparisons, and exploration of emerging trends in influencer marketing. Overall, this study provides valuable insights for marketers, brands, and policymakers seeking to leverage influencer marketing to engage consumers and drive business outcomes across industries.