Scrolling to Shopping: The Impact of Social Media Influencers on Consumer Behaviour
Abstract
The rapid expansion of social media platforms has transformed the way consumers discover, evaluate, and purchase products. Traditional advertising methods are increasingly being supplemented or replaced by influencer marketing, a strategy that utilizes individuals with significant online followings to promote brands and products. Social media influencers have emerged as powerful opinion leaders who shape consumer attitudes, preferences, and purchasing decisions through authentic content, personal experiences, and continuous engagement with followers. Unlike conventional celebrity endorsements, influencers establish closer relationships with their audiences, creating trust and credibility that significantly affect consumer behaviour. This paper examines the influence of social media influencers on consumer decision-making processes, brand perception, purchase intention, and consumer engagement. Drawing upon theories such as Source Credibility Theory, Social Learning Theory, and Parasocial Interaction Theory, the study explores the mechanisms through which influencers impact purchasing behaviour. The paper also discusses the role of authenticity, trust, and social commerce in strengthening influencer effectiveness. The findings indicate that influencer marketing has become a critical component of modern digital marketing strategies and significantly contributes to consumer purchasing behaviour in the digital era.
Authors
Sweta Kumari, Komal Priya, Komal Verma, Krishna Mohan, Kumari Raksha
Institution
NIET Business School, Greater Noida
Leave A Comment