The Effect of Social Media Influencers (SMIs) on Consumers’ Purchase Intention

Abstract

Social media has led to the emergence of Social Media Influencers (SMIs), a group of influential individuals who hold significant sway over consumer behaviours and play a crucial role in shaping their decision-making. Understanding how SMIs convey their messages to endorsed brands and influence positive behavioural intentions among consumers is essential. This study addresses this research gap by investigating the impact SMIs’ trustworthiness and para-social relationship on consumers’ purchase intentions, considering attributes such as expertise, physical attractiveness, authenticity, attitude homophily, and social attractiveness. Data was collected from social media users through self-administered online surveys, resulting in 179 valid responses, which were analysed using SPSS. The findings reveal that SMIs’ expertise, physical attractiveness, authenticity, and attitude homophily are critical factors in determining their trustworthiness. Additionally, attitude homophily and social attractiveness of SMIs are important predictors of para-social relationships. Furthermore, a strong para-social relationship between influencers and their followers positively influences consumers’ purchase intentions. This research contributes to the literature on SMIs by identifying the antecedents of SMIs’ trustworthiness and para-social relationships, and by examining their influence on followers’ purchase intentions.