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Thematische Bibliographien / Sociala influenser / Zeitschriftenartikel

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Zeitschriftenartikel zum Thema „Sociala influenser“

Autor: Grafiati

Veröffentlicht am 24. Juni 2021

Zuletzt aktualisiert am 29. Juli 2025

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Dr. Umakanth. S, Rishi SV, Piyush Jain, Himnish S Katta, and Leezong Lepcha. "The Role of Social Media Influencers in Shaping Gen Z’s Financial Decisions." International Journal of All Research Education and Scientific Methods 13, no. 03 (2025): 3653–64. https://doi.org/10.56025/ijaresm.2025.1302253653.

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This study examines how social media personalities affect the financial decisions of Generation Z. It uses a mixedmethods strategy to examine how influencers affect thoughts on budgeting, investing, and spending behaviors. Important key findings reveal that true authenticity, high relatability, and content relevance greatly affect trust and engagement. According to a 2021 survey by Morning Consult, 54% of Gen Z follow financial influencers for advice, and 45% of them are influenced by their content when making financial decisions. This ultimately influences financial behaviors. The paper also

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f, f. "Structural Understanding of Influencer Worship in Social Media: The Formation and Consequences of Influencer Power." International Academy of Global Business and Trade 19, no. 6 (2023): 183–203. http://dx.doi.org/10.20294/jgbt.2023.19.6.183.

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Purpose - Influencer marketing has emerged as a prominent trend in marketing, with marketers utilizing influencer endorsements to promote and sell products. The phenomenon of influencer worship has been identified as an individual’s obsession with social media influencers, who have become role models capable of influencing online consumer attitudes and behaviors. However, empirical research on influencer worship is still limited, with existing academic papers primarily focused on social media platforms rather than the evolving significance of influencers. Our study proposes a conceptual model

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Kim, Jihye, and Minseong Kim. "Rise of Social Media Influencers as a New Marketing Channel: Focusing on the Roles of Psychological Well-Being and Perceived Social Responsibility among Consumers." International Journal of Environmental Research and Public Health 19, no. 4 (2022): 2362. http://dx.doi.org/10.3390/ijerph19042362.

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This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward

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Trisatryo, Anugerah, and Nurdin Sobari. "Social media influencers: effects of followers' behavior and response to influencers." JPPI (Jurnal Penelitian Pendidikan Indonesia) 10, no. 4 (2024): 753. https://doi.org/10.29210/020243720.

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Against the backdrop of the growing prevalence of social media influencers shaping consumer behavior, this study aims to analyze the sequential influence of stimuli in the form of product posts and beauty influencers on social media influenced various organisms so that responses in the form of intentions to follow beauty influencer accounts, imitate the lifestyle of beauty influencers, and recommend beauty influencers. Researchers use quantitative method. The targeted respondents are Generation Z and millennial individuals in Indonesia who are over 18 years old and follow at least one influenc

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Princess Khwela, Nombuso, Steven Kayambazinthu Msosa, and Bhekabantu Alson Ntshangase. "Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare Industry." Business Ethics and Leadership 8, no. 4 (2024): 173–85. https://doi.org/10.61093/bel.8(4).173-185.2024.

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In recent years, the skincare industry in South Africa has witnessed a surge in the popularity of skincare products among female students. With the increase in social media platforms and the rise of influencer marketing, there is growing interest in understanding the influence of social media influencers on the purchase patterns of South African skincare products. Therefore, this study analyzed social media influencers and their role in the purchase pattern of South African skincare products among female students at university. An exploratory and qualitative study was undertaken, and data was

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Linta Khan and Javaria Asim. "Impact of Social Media Influencers on Purchase Intention." Research Journal of Psychology 3, no. 1 (2025): 151–65. https://doi.org/10.59075/rjs.v3i1.54.

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With an emphasis on the moderating function of source legitimacy, this study investigates how social media influencers affect customers' purchase intentions. Influencers on social media have grown to be important figures in influencing consumer behavior, especially among younger audience, Gen Z. This study investigates how influencer-generated content influences customers' attitudes, perceived behavioral control, and subjective norms, resulting in higher purchase intentions. It does this by drawing Source Credibility Theory. According to the study, as compared to influencers with lesser credib

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KALINOVÁ, EVA, and ADÉLA NEUBERGOVÁ. "INFLUENCER COMMUNICATION ON THE SOCIAL NETWORK INSTAGRAM." AD ALTA: 11/02 11, no. 2 (2021): 107–11. http://dx.doi.org/10.33543/1102107111.

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The topic of influencers has been a widely used word in recent years. It is a person who, through social media networks, influences the target groups of their followers. The aim of this paper is to analyze the communication of selected influencers on the social platform Instagram. Using classification analysis, data on individual influencers are presented. For the sake of interesting results and the proof that the success of an influencer does not only depend on how many followers they have on their profile, the influencers were selected with the help of respondents who assessed them independe

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Silfia, Imamatul, and Irwansyah Irwansyah. "Science communication by scientists and influencers on social media." Jurnal Manajemen Komunikasi 7, no. 1 (2022): 1. http://dx.doi.org/10.24198/jmk.v7i1.40508.

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This study analyzes the shift in the science communication landscape, which is starting to be influenced by the presence of influencers on social media. Influencers who influence to construct audience opinions allow the birth of different interpretations of scientific information among the audience, especially the lay audience. These can be seen in the discussion about wildlife care tweeted by veterinarian Nur Purba Priambada who criticized influencer Alshad Ahmad. The reaction to Purbo's tweet shows that not all audiences agree with the scientific information shared by Purbo, even though Purb

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Kumar, Aman. "THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A CASE STUDY OF INSTAGRAM INFLUENCERS ON NIKE." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32929.

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In the era of digital marketing, social media influencers have emerged as powerful catalysts shaping consumer behaviour and brand perceptions. This study investigates the impact of Instagram influencers endorsed by Nike on consumer behaviour in India, focusing on brand perceptions, attitudes, purchase decisions, and brand loyalty. Through a mixed-methods approach combining quantitative surveys, qualitative interviews, and content analysis, data was collected from 150 participants representing diverse demographic segments. Key findings reveal that exposure to Instagram influencers positively in

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Smith, Brian G., Megan C. Kendall, Devin Knighton, and Temi Wright. "Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers." Communication Management Review 03, no. 01 (2018): 6–29. http://dx.doi.org/10.22522/cmr20180127.

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Kumar, Vikram. "SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOUR." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32063.

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The think about the complex intuitive that exist between social media influencers and shopper behavior in the present day advanced world, highlighting the imperative part that influencers play in impacting client inclinations, buying choices, and sees of brands. The inquire about looks at how influencers influence buyer conduct utilizing a mixed-methods approach that incorporates studies, interviews, and quantitative examination of social media engagement measurements. It emphasizes relatability, believe, and realness as significant components in building connections between influencers and th

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de Bekker-Grob, Esther W., Kirsten Howard, and Joffre Swait. "Identifying the impact of social influences in health-related discrete choice experiments." PLOS ONE 17, no. 10 (2022): e0276141. http://dx.doi.org/10.1371/journal.pone.0276141.

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Several disciplines, among them health, sociology, and economics, provide strong evidence that social context is important to individual choices. It is therefore surprising that relatively little research has been focused on integrating the effect of social influence into choice models, especially given the importance of such choices in healthcare. This study developed and empirically tested a choice model that accounts for social network influences in a discrete choice experiment (DCE). We focused on maternal choices for childhood vaccination in Australia, and used an econometric choice model

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Liu, Yitong. "The Impact of Social Media Influencers on Generation Z Online Consumer Behavior (Take the Social Media Platform Douyin as an Example)." Advances in Economics, Management and Political Sciences 41, no. 1 (2023): 19–24. http://dx.doi.org/10.54254/2754-1169/41/20232026.

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Nowadays, there is a gradual shift in the way more and more people shop due to the influence of the pandemic. Shopping is moving away from brick-and-mortar stores and towards e-commerce shopping streams on social platforms. People are getting their needs met by watching live streams of e-commerce anchors, not only buying what they want but also reaping the benefits of quasi-social relationships online through their interactions on the Internet. The goal of this research is to investigate the link between influencer marketing and the effect that social media influencers have on the online shopp

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Khuong An, Gia, Thi Thuy An Ngo, Thanh Tu Tran, and Phuong Thy Nguyen. "Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam." Innovative Marketing 20, no. 3 (2024): 261–76. http://dx.doi.org/10.21511/im.20(3).2024.21.

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The growing dominance of social media as a marketing platform underscores the importance of understanding how influencer credibility affects consumer behavior. Social media influencers, through effective personal branding and content creation, form strong connections with their followers, significantly impacting their audience’s perceptions, attitudes, and purchasing decisions. This study explores the effects of social media influencers’ source credibility, comprising trustworthiness, expertise, and attractiveness, on consumers’ purchase intentions and behaviors regarding beauty products in Vi

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Anindita, Dey. "Influencer Marketing: Popularity of Brand Posts Among Youth using Instagram in Guwahati, Assam." Indian Journal of Mass Communication and Journalism (IJMCJ) 3, no. 3 (2024): 16–21. https://doi.org/10.54105/ijmcj.C1069.03030324.

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<strong>Abstract:</strong> Influencer marketing involves companies working with online influencers to promote their products. Other influencer marketing collaborations are less concrete; influencers have massive online and social media followings. Some people have hundreds of thousands (if not millions) of followers. It is still likely that many of them will appear to be ordinary people. They may have just a thousand followers, or even fewer in some cases. Nevertheless, they will have established their reputation as industry experts. Depending on their field of expertise, these are the ones wh

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Diksha Uniyal. "The Intersection of Social Media, Influencer Attributes, and Travel Intentions: A Review of Research Trends." Journal of Information Systems Engineering and Management 10, no. 33s (2025): 90–109. https://doi.org/10.52783/jisem.v10i33s.5461.

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Introduction: Increased use of social media in shaping consumers' behaviour has significantly influenced tourism marketing, and social media influencers (SMIs) have become significant drivers in the formation of destination images and travel plans. This review investigates the effects that specific influencer attributes—credibility, authenticity, and the quality of content—have on consumers' decision-making processes and the mediating psychological processes. Methods: Systematic review of peer-reviewed academic literature between the period 2010 and 2024 in Scopus, Web of Science, and Google S

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Pasigpasigan, Carla Mae, Myca Joyce Sual, Homer Acuña, et al. "UNCOVERING THE IMPACT OF SOCIAL MEDIA INFLUENCER ENDORSEMENTS ON THE PURCHASE INTENTION OF COLLAGEN DRINKS." Ignatian International Journal for Multidisciplinary Research 2, no. 1 (2024): 421–35. https://doi.org/10.5281/zenodo.10575730.

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In the digital era, a kind of popularity has emerged: the social media influencers. Collagen drinks as an innovative alignment in the struggle for convenience in the era of immediate satisfaction and filtered perception. These products, which guaranteed to overtake the market because of the influence of social media influencers. The researchers were enthralled by this aspect, which led them to look into ways social media influencer endorsements are delivered on different platforms like Facebook, Instagram, TikTok, and so on. The aim and objectives of this study looked at the impact of three va

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Cao, Jinglan. "The Influence of Social Media Influencers Recommendation on Consumers' Impulsive Buying Behavio." Highlights in Business, Economics and Management 37 (July 18, 2024): 161–68. http://dx.doi.org/10.54097/v4y7y898.

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Depending on the widespread use of short-form mobile video and the Internet, social media influencers recommendation has brought consumers a new way to learn about products. It has gradually become an important part of marketing with its advantages of large viewership and good marketing results. However, consumers are influenced by social media influencer, impulse buying behavior continues to emerge. Based on SOR model and identity theory, this paper investigates the influence of social media influencers recommendation on consumers' impulse buying behavior. This paper constructs a theoretical

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Lokithasan, Komathi, Salomi Simon, Nur Zahrawaani Jasmin, and Nur Ajeerah Othman. "MALE AND FEMALE SOCIAL MEDIA INFLUENCERS: THE IMPACT OF GENDER ON EMERGING ADULTS." International Journal of Modern Trends in Social Sciences 2, no. 9 (2019): 21–30. http://dx.doi.org/10.35631/ijmtss.29003.

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Social media influencers are people who have established a reputation for themselves on social media. Nowadays, a social media influencer has played the important role of a marketing tool for organizations. Organizations use the power of social media influencers to influence and persuade consumers through social media. It is because social media influencers have a huge number of followers in their social media, thus, social media influencers could promote and reach a large number of consumers in a short time. The result is more effective than celebrity endorsement for small-and-medium-sized en

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bansal, Suyash. "The Impact of Social Media Influencers on Consumer Behaviour." International Scientific Journal of Engineering and Management 03, no. 05 (2024): 1–9. http://dx.doi.org/10.55041/isjem01924.

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This study examines the intricate relationships that exist in the contemporary digital world between social media influencers and consumer behavior, emphasizing the critical role that influencers play in influencing consumer preferences, purchasing decisions, and perceptions of brands. Using a mixed-methods approach that incorporates surveys, interviews, and quantitative analysis of social media engagement indicators, the research looks at how influencers impact consumer behavior. It highlights the importance of relatability, trust, and honesty in fostering a relationship between influencers a

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Candra, Wirdatul Khomro Septian. "The Effect of Social Media Influencer Characteristics on Purchase Intention on Beauty Products in Indonesia." IQTISHODUNA 19, no. 2 (2023): 133–57. http://dx.doi.org/10.18860/iq.v19i2.22544.

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This study aims to determine the influence of content quality and attitude towards influencers on the purchase intention of beauty products, influenced by beauty influencer characteristics among Generation Z and Millennials in Indonesia. This research utilizes a quantitative method with a descriptive approach. The data will be analyzed using the CB-SEM method with IBM AMOS 24 software to process the 250 data obtained through a questionnaire. The findings reveal that content quality and attitude towards influencers mediate purchase intention. Variables such as perceived credibility, trustworthi

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Anna, Jose, Ignatius Maria, and Mary Rani Thomas Dr. "Reach, Resonance and Relevance of Social Media Influencers on Generation Z and Alpha Generation." International Journal of Engineering and Management Research 14, no. 1 (2024): 36–39. https://doi.org/10.5281/zenodo.10642869.

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Social media influencers (SMIS) are playing an increasingly dominant role in marketing, especially towards Gen Z and Gen Alpha. This study explores how these generations perceive SMIS and how it influences their consumer behavior, purchasing decisions, and lifestyle choices. Gen Z and Gen Alpha are particularly susceptible to influencer marketing due to their digital nativity and reliance on social media for information and entertainment. The study defines three key characteristics of SMIS: reach, resonance, and relevance. Reach refers to the number of people a SMI can Reach with their content

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Pathak, Dr Niranjan Deo. "DIGITAL INFLUENCE MARKETING HOW SOCIAL MEDIA SHAPES CONSUMER BUYING INTENTIONS." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04354.

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Abstract: In recent years, social media has revolutionized the way consumers interact with brands and make purchasing decisions. Digital influence marketing—leveraging influential social media personalities to promote products—has emerged as a powerful strategy for businesses aiming to reach and engage target audiences effectively. The rise of influencers on platforms such as Instagram, YouTube, TikTok, and Facebook has changed traditional marketing paradigms, enabling more personalized and authentic brand communication. This research paper explores the mechanisms by which social media influen

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Dangol, B., R. Bhatta, S. Pokharel, Z. Shrestha, and S. Sah. "Effect of Social Media on Consumer Buying Behavior in the Electronics Market." Journal of UTEC Engineering Management (JUEM) 2, no. 1 (2024): 101–11. https://doi.org/10.5281/zenodo.13169977.

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This research examines the effect of social media on consumer buying behavior in the electronics market in Kathmandu, Nepal. A survey was conducted on 151 social media users to analyze the influence of psychographic factors, advertising strategies, social media engagement metrics, and influence of social media influencers and celebrities. Descriptive statistics, correlation, ANOVA, and linear regression were employed for data analysis. In line with prior studies, it has indicated that consumer buying behavior can be influenced by focusing on psychographic factors, advertising strategies, socia

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Dangol, Riddhi, Ritika Bhatta, Sulabhi Pokharel, Zenith Shrestha, Amit Sah, and Ritesh Kumar Thakur. "Effect of Social Media on Consumer Buying Behavior in the Electronics Market." Journal of UTEC Engineering Management 2, no. 01 (2024): 101–11. http://dx.doi.org/10.36344/utecem.2024.v02i01.009.

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This research examines the effect of social media on consumer buying behavior in the electronics market in Kathmandu, Nepal. A survey was conducted on 151 social media users to analyze the influence of psychographic factors, advertising strategies, social media engagement metrics, and influence of social media influencers and celebrities. Descriptive statistics, correlation, ANOVA, and linear regression were employed for data analysis. In line with prior studies, it has indicated that consumer buying behavior can be influenced by focusing on psychographic factors, advertising strategies, socia

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Pornsrimate, Kanyawee, and Anon Khamwon. "How to convert Millennial consumers to brand evangelists through social media micro-influencers." Innovative Marketing 17, no. 2 (2021): 18–32. http://dx.doi.org/10.21511/im.17(2).2021.03.

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Undoubtedly, in the modern age of digitalization, Millennials, who are considered digital natives, have become a massive target market for salespersons. Changes in the way Millennials think accompanied by an explosion of social media have led to an increased focus on social media influencer marketing in the company sector. To help establish a new marketing paradigm that accounts for these changes, this research aims to conceptualize and investigate the process of building consumer-brand relationships with Millennial consumers through social media micro-influencers. Findings based on structural

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Zaidi, Uzma. "Social Media Engagement and Purchase Intentions: The Role of Influencer Attributes." Journal of Excellence in Social Sciences 3, no. 3 (2024): 16–32. http://dx.doi.org/10.69565/jess.v3i3.312.

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This particular research endeavor is directed towards the precise identification and determination of the key attributes possessed by individuals who hold significant influence on social media platforms. These attributes have been found to exert a considerable impact on the level of engagement that consumers have with socisal sources, as well as their intention to make a purchase through these media channels. A total of eight distinct characteristics have been discovered through this research, and it has been revealed that each of these characteristics directly influences the success of social

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Oktaviani, Desy, Sumiyarti Sumiyarti, and Nirdukita Ratnawati. "Household Behavior in Choosing Travel Destinations: The Impact of Social Media and Digital Influencers." Almana : Jurnal Manajemen dan Bisnis 9, no. 1 (2025): 50–64. https://doi.org/10.36555/almana.v9i1.2758.

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This study explores the influence of social media and digital influencers on household decision-making in selecting travel destinations, focusing on the mediating role of family perception. Using a quantitative approach, data were collected from 400 respondents through purposive sampling and analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). A structured questionnaire with a 1–5 Likert scale measured the impact of social media, digital influencers, family perception, and household decision-making. The findings reveal that social media does not significantly influence h

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Fauziah, Anisa, Ade Siti Khaeriah, Asti Pratiwi, et al. "Media and Celebrity Culture: The Influencer Phenomenon on Social Media." International Journal of Advanced Multidisciplinary Research and Studies 4, no. 4 (2024): 264–68. http://dx.doi.org/10.62225/2583049x.2024.4.4.3034.

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The influencer phenomenon on social media has become a major issue in modern digital culture. Through platforms such as Instagram, YouTube, and TikTok, influencers influence consumer opinions, behaviors, and trends with their content. The purpose of this research on the influencer phenomenon on social media to find out some general objectives including understanding the impact of influencers on consumer behavior, analyzing effective marketing strategies through influencers, and exploring the changing trends in the relationship dynamics between influencers, brands, and their followers and their

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Syarif, Rahmat, Kiki Reski Ramdhani Sucipto, Al Isra Denk Rimakka, and Andi Ahmad Dzaki Maheza Pratama. "Social Media Food Influencers and Follower’s Local Food Purchase Intention: A Parasocial Relationship Perspective." Journal of Consumer Sciences 10, no. 1 (2025): 173–96. https://doi.org/10.29244/jcs.10.1.173-196.

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Background: The presence of Social Media Food Influencers (SMFIs) has created a new landscape in local food tourism. Despite extensive studies focusing on the crucial role of influencer marketing through the lens of parasocial relationships, how SMFIs can foster these relationships and consequently influence their followers' intentions to purchase local food remains underexplored. Purpose: This research examines how the parasocial relationship between SMFIs and their followers influences the latter's intention to purchase local food. Method: This research employed the quantitative approach. It

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Omeish, Fandi, Abdel-Aziz Ahmad Sharabati, Mohammd Abuhashesh, et al. "The role of social media influencers in shaping destination image and intention to visit Jordan: The moderating impact of social media usage intensity." International Journal of Data and Network Science 8, no. 3 (2024): 1701–14. http://dx.doi.org/10.5267/j.ijdns.2024.2.017.

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Social media influencers have become important motivators in shaping tourist attitudes and behaviors. This study analyzed how exposure to influencer content impacts key outcomes for the destination Jordan. A survey of tourists who visited Jordan in the past 3 years measured their perceptions of influencer credibility, content quality, awareness/interest, trust/engagement, destination image, general tourism behavior, and intentions to revisit. Results of SEM analysis found significant positive effects of influencer marketing on both destination image and visit intentions. Awareness/interest and

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RASTOGI, SACHIN. "IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASE DECISION." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem32904.

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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 trus

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Sri Ram Kailash, M. "Social Influence Strategies: Unveiling the Dynamics of Influencer Marketing in Modern Communication." Shanlax International Journal of Management 11, iS1-Jan (2024): 48–54. http://dx.doi.org/10.34293/management.v11iis1-jan.7139.

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The study aims to elucidate the underlying mechanisms of influencer marketing by examining the tactics used by influencers to foster authentic connections with their audience and, as a result, influence consumer choices. The study provides a detailed analysis of the strategies used by influencers, such as content curating and strategic brand partnerships, to effectively incorporate marketing into their content. The research primarily examines the merging of authentic identity and persuasive impact in influencer marketing. In contrast to traditional advertising, influencer marketing flourishes

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Hu, Xuerong. "Analysis Of the Influence of The Social Network on Childhood Obesity." Highlights in Business, Economics and Management 23 (December 29, 2023): 1206–11. http://dx.doi.org/10.54097/2tr0sm30.

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Childhood obesity is a pressing global public health concern shaped by genetic, nutritional, lifestyle, and socio-economic factors. This study examines the influence of distinct social networks—family, neighborhood, internet, and social-cultural networks—on childhood obesity. To assess each network's impact, scrutinizing their contributing factors and interactions to inform effective policy development. The study employs a comprehensive literature review, incorporating data from Chinese and English sources. It utilizes the Social Ecological Model (SEM) to analyze the impact of the family netwo

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Wang, Chih-Chien, Shu-Chen Chang, and Chi Heng Lu. "Exploring and Clustering the Influence of Social Media Influencers." Contemporary Management Research 20, no. 1 (2024): 25–45. http://dx.doi.org/10.7903/cmr.23537.

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Industry practitioners and academic researchers have accorded social media influencer marketing considerable attention. Marketing professionals must identify potential social media influencers as endorsers. A well-known social media influencer is not always a good endorser. The popularity of social media influencers does not imply their influence on their followers. In this paper, we present a survey of the influence power of social media influencers based on their followers' attitudes toward trustworthiness, expertise, likability, social attractiveness, physical attractiveness, opinion leader

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Syahribulan, Syahribulan, Ela Elliyana, and Rosmiati Rosmiati. "The Role of Social Media Influencers in Shaping Sustainable Purchasing Behavior: Genuine Consumer Interest or Impulsive Trends?" Journal of Production, Operations Management and Economics, no. 51 (January 8, 2025): 63–77. https://doi.org/10.55529/jpome.51.63.77.

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The growing influence of social media influencers has reshaped consumer behavior, particularly in the context of sustainable purchasing. This study explores how influencers impact consumers' sustainable purchasing behaviors and attitudes toward eco-friendly products, focusing on the distinction between genuine interest and impulsive trends driven by online presence. The phenomenon of influencers promoting sustainability highlights the duality of their impact—either inspiring meaningful behavioral change or encouraging short-term consumption. The primary objective of this research is to analyze

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Lalwani, Mallika, Vanshikha Vidhani, and Aditya Mehta. "Gender Fluidity in the Digital Age: The impact of social media influencers on Generation Z." GLS KALP: Journal of Multidisciplinary Studies 2, no. 4 (2024): 31–41. http://dx.doi.org/10.69974/glskalp.02.04.45.

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Gender fluidity alludes to someone whose gender identification shifts over time. The term “gender-fluid” is growing rapidly as society has become more inclusive and people believe that a person's gender identity can be anything other than the preconceived gender stereotypes of male and female. It has expanded people's perception of how men and women may dress as well as given them a better understanding of the whole constellation of genders. Generation Z, born after 1995, tend to be digital natives, fast decision-makers, and socially connected. They are adaptive, have discrete and facile ways

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RATHOR, SAKSHI SINGH. "Effectiveness of Social Media Influencers in Brand Promotion." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50740.

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The proposed research study focuses on investigating the effectiveness of Social Media influencers in brand promotion with reference on how the influencer-brand relationships construct consumer mindsets and behaviours in the digital marketing realities. By using quantitative survey approach to obtain opinions of 114 individuals predominantly between 18-24 years old, the study examined several influential variables namely credibility of the influencer, passing engagement, transparency, and relatedness of content. The findings suggest that the influencers have a significant impact on increasing

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Hermanda, Atika, Ujang Sumarwan, and Netti Tinaprillia. "THE EFFECT OF SOCIAL MEDIA INFLUENCER ON BRAND IMAGE, SELF-CONCEPT, AND PURCHASE INTENTION." Journal of Consumer Sciences 4, no. 2 (2019): 76–89. http://dx.doi.org/10.29244/jcs.4.2.76-89.

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The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires

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He, Yu, Siwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Yeamdao Narangajavana, and Vikas Kumar. "How Nano-Influencers Citizenship Behavior Affect Their Stickiness to the Social Commerce Platform? The Roles of Perceived Value." ABAC Journal 44, no. 3 (2024): 46–63. http://dx.doi.org/10.59865/abacj.2024.28.

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With the increasing significance of Nano-influencer in social commerce, their citizenship behaviors have become crucial in shaping perceptions of value. To investigate the relationship between Nano-influencers citizenship behavior (NICB), perceived value, and their stickiness to the social commerce platform (SCP), this study employs a multi-dimension approach. The data was collected from 393 Nano-influencers in China who have formed partnerships with at least one SCP, and analyzed by Smart-PLS software. The findings suggest that there is a positive correlation between NICB and perceived value,

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Bisma, M. Ardhya, and Aditia Sovia Pramudita. "Business Model Formulation of Social-Commerce Based Influencer on Instagram Platform." Jurnal Organisasi dan Manajemen 17, no. 2 (2021): 249–64. http://dx.doi.org/10.33830/jom.v17i2.1924.2021.

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The growth of ICT in Indonesia has led to various new business models, one of which is the Influencer business model. Influencer is a business that focuses on generating opinions on a product or service. Influencers have become a trend in Indonesia, especially on the Instagram platform. Given that influencers are a new business model, there is still no standard business model in this industry. This study aims to map the social-commerce based influencer business model on the Instagram platform in Indonesia. This research is qualitative in nature. Data were collected by interviewing companies th

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Junhyeong Kim. "Evaluating the effects of social media influencers on consumer behavior in Sweden." International Journal of Science and Research Archive 13, no. 2 (2024): 1009–120. http://dx.doi.org/10.30574/ijsra.2024.13.2.2211.

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The study investigates the effects of social media influencers on consumer behavior in Sweden. The country is characterized by high internet usage and extensive social media engagement which makes it appropriate for this research. A qualitative study was used to examine how influencers impact consumer decision-making, product discovery, and brand loyalty. Influencers would also put more emphasis on authenticity, trust, and demographic factors. The research applies established theories which include the Theory of Reasoned Action and Social Cognitive Theory. These theories explore the dynamics o

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KONOPLIANNYKOVA, Marianna. "Influence marketing in social media." Scientia fructuosa 154, no. 2 (2024): 118–44. http://dx.doi.org/10.31617/1.2024(154)07.

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This article aims to comprehensively explore the evolving landscape of influence marketing, specifically focusing on its impact on brand perception and consumer engagement. Delving into influencer characteristics, the evolution of marketing strategies, and successful campaigns, the study seeks to illuminate the multifaceted dynamics that contribute to the effectiveness of influence marketing in the digital era. The analysis reveals that influence marketing serves as a cornerstone for building authentic connections in an era marked by digital saturation. Insights into emerging trends, such a

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Shahzad, Aamir, Hamza Rashid, Atif Nadeem, Muhammad Bilal, and Wisal Ahmad. "Social Media Influencer Marketing: Exploring the Dynamics of Follower Engagement." Journal of Policy Research 12, no. 4 (2023): 1–8. http://dx.doi.org/10.61506/02.00120.

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This study explores the dynamic realm of influencer marketing, a transformative force in contemporary digital marketing. Influencer marketing harnesses the power of social media influencers (SMIs) to endorse products, services, or causes, reshaping the consumer-brand relationship. Despite extensive research in this field, a critical aspect remains underexplored: the factors and processes influencing follower engagement. The study utilizes a qualitative research approach, employing triangulation to synthesize existing literature and conduct focus group discussions. This study introduces an inte

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Salhab, Hanadi. "Social media marketing—Rise of social media influencer marketing and Instagram." Journal of Infrastructure, Policy and Development 8, no. 8 (2024): 3783. http://dx.doi.org/10.24294/jipd.v8i8.3783.

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This research examines the rise of influencer marketing via Instagram celebrities and determines the impact of different variables such as social presence, brand attitude and trustworthiness on Jordanian local brand evaluation. The study examined the rise of social media influencer marketing and new Instagram celebrities, along with mechanisms that make them appealing to customers. To support the proposed model, a quantitative method was employed to collect data through online surveys. The sample consisted of 569 Instagram users who follow Jordanian social media influencers; participants were

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Gurung, Golman, Sonam Kumari Shah, and Anu Gurung. "The Social Media Influencers and Consumer Purchasing Intentions among Social Media Users." Nepalese Journal of Business and Management Studies 2, no. 1 (2023): 1–13. http://dx.doi.org/10.3126/njbms.v2i1.67719.

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Social media influencer marketing encompasses the promotion of products or services involving product placement and endorsements from influencers. Influencers use their social media platforms to share videos, content, or images to shape consumers’ perceptions of various offerings. In this regard, this study examines how the trustworthiness and attractiveness of social media influencers influence consumers’ intentions to purchase different brands. The data were collected from 112 respondents residing in Tokha, Kathmandu, using a structured questionnaire distributed through convenient sampling.

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Fatima, Seerat, and Usamah Iyyaz Billah. "INFLUENCER MARKETING ON SOCIAL MEDIA: EXPLORING THE ROLE OF SOURCE CREDIBILITY IN GENERATING PARA SOCIAL RELATIONSHIPS AND PRODUCT INTEREST." International Journal of Business Reflections 4, no. 2 (2023): 120–49. http://dx.doi.org/10.56249/ijbr.03.01.43.

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The purpose of this research is to examine the relation of influencer credibility with product interest through the mediation of para-social relationships. Influencer credibility was measured through the constructs of expertise, attractiveness, trustworthiness, and similarity. By making a conceptual framework and then evaluating it, this research tries to fill the theoretical gaps about the study variables in a digital influencing context. A questionnaire was developed based on items from available literature about the study variables. The target respondents of the study were social media user

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Zhang, Xiuping, and Jaewon Choi. "The Importance of Social Influencer-Generated Contents for User Cognition and Emotional Attachment: An Information Relevance Perspective." Sustainability 14, no. 11 (2022): 6676. http://dx.doi.org/10.3390/su14116676.

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It has become a marketing trend for marketers to use influencers to advertise and sell products because influencers can affect the attitudes and decision-making of other social media users. Most previous research on influencer marketing has concentrated on its effectiveness as a promotional tool. In contrast, there have been limited studies on the influencer-social media user relationship. The relationship that influencers have with other social media users is the foundation for the success of influencer marketing. Therefore, it is critical to investigate the factors that affect the influencer

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Kumar, Satyam, and Sumit Yadav. "Impact of social media influencers on promoting sustainable behavior among Gen-Z." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem44351.

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Social media influencers have become strong agents in influencing the behavior of consumers, especially those in Generation Z, a population that is greatly active online. This report studies the influence of social media influencers in driving sustainable behavior among Gen-Z, taking into consideration how they contribute to promote responsible consumption, and ecologically conscious attitudes. Using platforms such as Instagram, TikTok, and YouTube, influencers craft compelling stories that attract young people, generate awareness, and motivate action. The research analyzes core elements such

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A, Ishaan. "The Influence of Social Media Marketing on Consumer Buying Decisions." International Scientific Journal of Engineering and Management 04, no. 07 (2025): 1–9. https://doi.org/10.55041/isjem04647.

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In today’s digital world, social media has revolutionized marketing strategies, reshaping how brands engage with consumers and how consumers make purchasing decisions. This research paper explores the influence of social media marketing on consumer buying behaviour, particularly among students. With the rise of platforms such as Instagram, YouTube, TikTok, and Facebook, businesses now interact directly with audiences, fostering personalized relationships and brand loyalty. One of the key aspects studied is the role of social media influencers, whose credibility and relatability often impact pu

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