THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CUSTOMER BUYING BEHAVIOR

Abstract

In today’s digital era, social media influencers have become a powerful force in shaping consumer buying behavior. Consumers are increasingly turning to social media influencers for recommendations and advise on products and services before making a purchase. This development has been driven by the unparalleled increase in influencers’ presence on social media platforms, which has generated new venues for companies to connect with their desired demographic and interact with them in a more genuine and significant manner. Numerous studies have been conducted on the topic of celebrity endorsements and the purpose of the research was to discover how social media influencers influenced the purchase intention of customer. The social media influencers became the third party which provided information about products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. This study aims to examine the role of trustworthiness, expertise, and information quality of social media influencers in influencing customer buying behavior.