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Journal articles on the topic 'Social Media Influencers'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

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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Saebah, Nur, Suhardiman Suhardiman, and Muhammad Rizki. "The Impact of Followers' Actions and Reactions on Influencer." Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan 18, no. 3 (2024): 2193. http://dx.doi.org/10.35931/aq.v18i3.3510.

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<p><em>This research aims to analyze the sequential influence of stimuli in the form of product posts and beauty influencers on social media that influence various organizations, giving rise to responses in the form of intentions to follow beauty influencer accounts, imitate the beauty influencer's lifestyle, and recommend the beauty influencer. Researchers used quantitative data to collect primary data using survey methods and questionnaires filled out by respondents, distributed online using Google Forms. The research results show that brand-influencer compatibility positively in

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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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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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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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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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Aiman, Dwi Feni. "IDENTIFIKASI DAYA TARIK SOSIAL MEDIA INFLUENCER TASYA FARASYA." Jurnal Visi Komunikasi 19, no. 02 (2020): 289. http://dx.doi.org/10.22441/visikom.v19i02.14205.

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Social media influencer as a strategy that markets products, with a variety of social media platforms such as Instagram, YouTube, Facebook and other social media, social media influencers provide Brands to market and advertise directly to their target audience. There are several influencers that have been categorized according to the skills or concepts they made from the beginning, such as beauty influencers, influencers whose concept of beauty. Through reviews given by social media influencers will add value to the Brand's credibility and increase public awareness of the Brand so that the pub

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TAMSIR, FAZILAH, NOOR NASYIKIN MD ZAIN, HALIMI PONIRAN, et al. "SOCIAL MEDIA INFLUENCERS’ ATTRIBUTES ON FOLLOWERS’ PURCHASE INTENTION IN MALAYSIA." Quantum Journal of Social Sciences and Humanities 4, no. 6 (2023): 1–14. http://dx.doi.org/10.55197/qjssh.v4i6.283.

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Social media is a platform that connects people especially between the business organisation and customer. It became a marketing strategy to manage market shrinkage in diverse industries. This study aims to investigate the influence of brand awareness on purchase intention through the mediating role of influencers’ attributes (credibility and endorsement) among consumers in Selangor, Malaysia. This study was hinged on the Source Credibility Theory. Using a survey research method, a structured questionnaire was administered among 389 social media (such as Facebook, Instagram, Twitter, and TikTo

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Sabella, Ressa Yolanda, and Nurvita Trianasari. "Pengaruh Influencer Media Sosial Instagram terhadap Niat Beli Konsumen Produk Scarlett yang Dimediasi oleh Kredibilitas." Journal of Management and Bussines (JOMB) 6, no. 4 (2024): 1768–80. http://dx.doi.org/10.31539/jomb.v6i4.11195.

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This study aims to explore the influence of Instagram social media influencers on consumer purchase intentions of Scarlett products, with influencer credibility as a mediating variable. A quantitative approach with descriptive and causal methods was used in this study. Data analysis was carried out using SmartPLS 4.0. The results showed that influencer credibility significantly mediates the relationship between the influence of social media influencers and consumer purchase intentions of Scarlett products. Conclusion, 1) Respondents rated the variables of Instagram social media influencers, in

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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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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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Jariyah, Mufidatul, Nurul Yaqin, Bayu Wardhana, and Shanti Allena Dewi. "ANALISIS EFEKTIVITAS HARGA DAN BIAYA DALAM KAMPANYE PERGURUAN TINGGI KESEHATAN DENGAN MENGGUNAKAN INFLUENCER KESEHATAN TIKTOK." ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) 11, no. 2 (2024): 33–44. http://dx.doi.org/10.36987/ecobi.v11i2.5693.

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Influencers play an important role in today's digital market because they can directly influence, invite and promote a program. In terms of health priorities, posts on influencer social media accounts must be accurate and provide information about the content presented, because it influences the audience's decision making and actions. This research analyzed data from the social media site TikTok regarding professional influencers in the health industry and conducted an in-depth study of the content engagement formula on each creator's account. The research method used in this research uses des

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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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Singh, Kamaldeep. "Influencer Marketing from a Consumer Perspective: How Attitude, Trust, and Word of Mouth Affect Buying Behavior." European Integration Studies 1, no. 15 (2021): 231–41. http://dx.doi.org/10.5755/j01.eis.1.15.28803.

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Influencer marketing is a marketing method that more and more companies are using when it comes to marketing brands. The purpose of the study has been to gain a deeper understanding of how social media influencers affect consumers' buying behavior. To understand this, consumers' attitudes and confidence in the phenomenon have been relevant factors to examine. The study also aimed to find out whether Word of Mouth (WoM) or social media influencers have the greatest impact on consumers' buying behavior. The results have shown that social media influencer's impact on consumers' buying behavior de

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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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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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Riedl, Martin J., Josephine Lukito, and Samuel C. Woolley. "Political Influencers on Social Media: An Introduction." Social Media + Society 9, no. 2 (2023): 205630512311779. http://dx.doi.org/10.1177/20563051231177938.

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Influencers are omnipresent on social media platforms. They occupy important digital real estate across a range of topical domains including beauty, fashion, and gaming. While researchers have contributed important work on the respective role that authenticity plays for influencers’ success and have described a burgeoning industry within the larger domain of social media entertainment, comparably little is known about what happens when influencers get involved in politics, when they harness their digital clout to promote political causes and social issues, and thereby become political influenc

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Absharina, Zahra Bhima, Anita Dwi Yuriani, and Evelyn Hendriana. "The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia." Journal of Business and Management Studies 3, no. 2 (2021): 152–61. http://dx.doi.org/10.32996/jbms.2021.3.2.16.

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The widespread acceptance of social media encourages marketers to use social media for brand promotion. Promotions through social media generally target millennials and Z generations who are more technology literate than their predecessors are. One of the social media promotion techniques is influencer marketing. Most research on the effectiveness of social media influencers only emphasizes the characteristics of influencers, while the match between the influencer's image and the brand being promoted and the ideal self-image of followers also shape consumer attitudes and purchase intentions. H

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Taillon, Brian J., Steven M. Mueller, Christine M. Kowalczyk, and Daniel N. Jones. "Understanding the relationships between social media influencers and their followers: the moderating role of closeness." Journal of Product & Brand Management 29, no. 6 (2020): 767–82. http://dx.doi.org/10.1108/jpbm-03-2019-2292.

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Purpose The purpose of this paper is to better understand the role of closeness and the relationships between social media influencers and their followers, and, more specifically, how social media influencers can effectively manage their human brands. Design/methodology/approach Two studies were conducted to explore social media influencers. Qualitative content analysis and modeling with path analysis were used to analyze the data. Findings Results found attractiveness and likeability to positively predict attitudes toward the influencer, word-of-mouth and purchase intentions, whereas similari

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Anđelić, Aleksa. "INFLUENCERS AND MEDIA: INFLUENCER-GENERATED CONTENT ON SOCIAL MEDIA PLATFORMS AS A JOURNALISTIC SOURCE." MEDIA STUDIES AND APPLIED ETHICS 3, no. 1 (2021): 59–73. http://dx.doi.org/10.46630/msae.1.2021.05.

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The growing popularity of social media platforms, especially YouTube, Facebook, Twitter and Instagram, has enabled online influencers to appear in addition to previously known celebrities, representing a new global phenomenon and new role models for young people. Biran and his associates in the paper “Detecting influencers in written online conversations” state that influencers are the participants in online communication who have credibility in the group, who persevere in order to convince others and who introduce ideas that others accept or support (Biran et al., 2012: 38-39). Research on jo

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Liu, Guanchen. "A Review of the Mechanism of the Influencer." Lecture Notes in Education Psychology and Public Media 21, no. 1 (2023): 109–14. http://dx.doi.org/10.54254/2753-7048/21/20230093.

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Opportunities for marketing innovation have emerged in the new media era as a result of the fast diversification of social media platforms and the power of social media influencers. Influencer marketing, which includes user-generated content, multi-agent information distribution guided by social media influencers, and the expansion of influencers' advocacy and endorsement of goods and services, has its roots on social media platforms. The majority of recent studies on influencer marketing concentrate on specific influencers and followers. On the basis of the source credibility model, cognitive

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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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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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Aditya, Herman. "Role of Social Media Influencers in Brand Management in Indonesia." International Journal of Strategic Marketing Practice 6, no. 2 (2024): 13–24. http://dx.doi.org/10.47604/ijsmp.2743.

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Purpose: The aim of the study was to examine the Role of Social Media Influencers in Brand Management in Indonesia. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of social media influencers in brand management in Indonesia

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Jayasingh, Sudarsan, Arunkumar Sivakumar, and Arputha Arockiaraj Vanathaiyan. "Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention." Journal of Theoretical and Applied Electronic Commerce Research 20, no. 1 (2025): 17. https://doi.org/10.3390/jtaer20010017.

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In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming the approach to brand promotions on social media platforms. In recent times, many popular brands have partnered with AI influencers to engage with their social media audiences. AI influencers have become popular as a novel method for brands to increase customer engagement and create purchase intention, but there is a scarcity of research on this emerging trend of marketing. The AI-based virtual influencers effect on consumer engagement and purchase intention

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Broască, Anca, Meda Mucundorfeanu, and Delia Cristina Balaban. "Between Autonomy and Control: Influencer-Marketers Relations and Campaign Development." Romanian Journal of Communication and Public Relations 26, no. 3 (2025): 51–67. https://doi.org/10.21018/rjcpr.2024.3.651.

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Social media influencers have complex advertising functions as content creators and managers of their social media channels. The present research investigates the interaction processes between marketers and social media influencers during the advertising campaign’s development within the principal-agent theory’s theoretical framework. This study contributes to the research on managing strategic influencer communication by extending existing knowledge with insights from influencers’ perspectives. Our method consisted of in-depth interviews with seventeen social media influencers from a European

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Pervaiz, Saadia, Sheema Khan, and Madiha Ahmed Khan. "The impact of social media influencers on purchase intention: examining the mediating role of credibility in Sindh, Pakistan." Journal of Humanities, Social and Management Sciences (JHSMS) 4, no. 2 (2023): 78–95. http://dx.doi.org/10.47264/idea.jhsms/4.2.5.

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Social media influencer marketing is a brand-new digital marketing tool where influencers shape consumers’ perceptions of products, services, and brands. They can influence buying behaviour by posting images, reviews, and personal experiences on social media. Over the past few years, consumers have significantly become aware of influencers. This research paper aims to identify the numerous characteristics of influencers affecting social media, influencing their credibility and consumer intentions towards purchasing in Sindh, Pakistan. Consequently, a framework that shows the connections betwee

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Rahayu, Rahayu, and Sudarmiatin Sudarmiatin. "Effects of Influencers on Social Media on Interest in Buying East Java Culinary." International Journal of Science, Technology & Management 3, no. 3 (2022): 744–53. http://dx.doi.org/10.46729/ijstm.v3i3.519.

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Abstract This research study is to determine the effect of influencers on social media on interest in buying East Java cuisine. This is important so that consumers' perceptions of the reliability of influencer advertising on social media are known and their effect on audience interest in buying. An influencer's specific strategies and skills that must be adapted to attract consumer purchase intention to be effective across social media are important. This study was designed to examine and analyze the effectiveness of influencer promotions broadcast on social media in attracting consumer

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Harshitha, Sirineni, Raashi Shetty, and Dr P. Swami Sairam. "Social Media Marketing: B2B Marketing via Nano Influencers." Journal of University of Shanghai for Science and Technology 23, no. 07 (2021): 1377–87. http://dx.doi.org/10.51201/jusst/21/07335.

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The aim and objective of the authors is to explain and analyse the effect on business-to-business sector through nano influencer marketing. The authors explain about how companies can use nano-influencers for cracking a deal or selling products between two companies. Many companies do not use nano influencers for selling their brand products, but as everybody knows how important loyalty and a good engagement rate these influencers have with their customers are, one can consider and implement the same in the business as well. In this the authors have been done based on the interview method thro

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Daniels, Michelle, and Freeman Wu. "Unwanted Social Media Comments? The Tricky Business of Managing Online Hostility in Influencer Marketing." NIM Marketing Intelligence Review 17, no. 1 (2025): 24–29. https://doi.org/10.2478/nimmir-2025-0004.

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Abstract Influencers need to balance their tolerance for negative and even insulting comments with followers’ expectation of being approachable. When they decide to disable their comment section, they effectively prevent cyberbullying but also cut off consumers’ highly valued method of voice expression. This is critical, as it not only impacts how consumers view the influencer but also how willing they are to support brand partners: Users become less inclined to engage with an influencer’s sponsored brand content or accept promo codes. To prevent backlash, user communication around disabling c

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Mai, Nguyen Quynh, Long Thang Van Nguyen, Nguyen Hoang Thuan, and Liem Viet Ngo. "Decoding influencer authenticity: the CueSphere model of extrinsic cues." Journal of Services Marketing 39, no. 10 (2025): 32–51. https://doi.org/10.1108/jsm-05-2024-0223.

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Purpose This study aims to explore extrinsic cues and how they contribute to decoding the perceived authenticity of social media influencers in content co-creation within professional beauty services. Design/methodology/approach Grounded in attribution theory, the causes of social media influencer’s unobservable authenticity are attributed to extrinsic cues. This study delves into these extrinsic cues by conducting in-depth interviews and thematic analysis with 21 customers of professional service beauty brands. Findings This study introduces the CueSphere model for decoding the perceived auth

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Harrigan, Paul, Timothy M. Daly, Kristof Coussement, Julie A. Lee, Geoffrey N. Soutar, and Uwana Evers. "Identifying influencers on social media." International Journal of Information Management 56 (February 2021): 102246. http://dx.doi.org/10.1016/j.ijinfomgt.2020.102246.

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Galetti, Mauro, and Raul Costa-Pereira. "Scientists need social media influencers." Science 357, no. 6354 (2017): 880.2–881. http://dx.doi.org/10.1126/science.aao1990.

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Cheng, Danyang. "Climate influencers on social media." Nature Climate Change 14, no. 4 (2024): 309. http://dx.doi.org/10.1038/s41558-024-01988-2.

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Ratnasari, Eny, Hanim Rohnulyanti, Hanny Hafiar, and Ibrahim Wada. "Exploring momfluencers ethics as social media micro-influencer in Indonesia." Jurnal Kajian Komunikasi 12, no. 2 (2024): 234–53. https://doi.org/10.24198/jkk.v12i2.57754.

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Background: The tight business competition in Indonesia has made branding practitioners develop the most effective strategy to increase brand awareness by collaborating with influencers. In Indonesia, the number of influencers increases annually. One of the biggest is Insta-moms, mom influencers, or momfluencers. Momfluencers have challenges to ensure that their content does not violate ethics, such as advertising rules, and does not mislead the audience. Unfortunately, their lack of awareness of influencer ethics lets them create content based on briefs from clients or management and rely on

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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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Ghalib, Abie Syahrin, and Muhril Ardiansyah. "The Role of Instagram Influencers in Affecting Purchase Decision of Generation Z." Journal of Business, Management, and Social Studies 2, no. 3 (2023): 117–29. http://dx.doi.org/10.53748/jbms.v2i3.44.

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Currently, social media is an online communication tool that made a huge impact on society. It makes social media a means for companies that want to attract the attention of potential consumers by utilizing the role of social media influencers who are considered to have great power and influence in the online world. An influencer could evaluate a product that consumers would admire, encouraging them to purchase it. A social media influencer has a significant role in consumer purchase intention. Hence, it is essential to analyze a factor that might affect a customer’s purchase intention. Theref

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Brooks, Gillian, Jenna Drenten, and Mikolaj Jan Piskorski. "Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital." Journal of Advertising 50, no. 5 (2021): 528–47. http://dx.doi.org/10.1080/00913367.2021.1977737.

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Mureşan, Raluca. "The Negative Effects of Advertising through Social Media Influen cers – Two Case Studies." SAECULUM 54, no. 2 (2021): 5–12. http://dx.doi.org/10.2478/saec-2022-0013.

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Abstract In this study two recent cases which have captured the attention of the media in the last months are analyzed, one of them having in the center the statements of a Romanian influencer, and the second the statements of an international celebrity. Both cases are relevant on how social media influencers’ actions or public statements can affect the reputation of partner brands and their own audience engagement. Collaborations between social media influencers and companies have grown exponentially, and their durability over time is seen as a positive element, but the negative consequences

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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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Vaidya, Ravi, and Tapasya Karnawat. "CONCEPTUALIZING INFLUENCER MARKETING: A LITERATURE REVIEW ON THE STRATEGIC USE OF SOCIAL MEDIA INFLUENCERS." International Journal of Management, Public Policy and Research 2, SpecialIssue (2023): 81–86. http://dx.doi.org/10.55829/ijmpr.v2ispecialissue.140.

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A prominent, non-commercial source of information and influence on consumers has been opinion leaders. Modern-day influencers are opinion leaders having a substantial social base and following. Influencer marketing as a term and strategy gained prominence with the advent and growth of social media marketing. Influencers exert their influence on the citizens / netizens of social platforms. Two-thirds of consumers use ad blockers but are easily amenable to accepting advice from influencers1. An attempt has been made through this research work to gain and provide insights into existing research w

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Kintu, Belinda, and Karim Ben-Slimane. "Companies responses to scandal backlash caused by social media influencers." International Journal of Market Research 62, no. 6 (2020): 666–72. http://dx.doi.org/10.1177/1470785320957577.

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The purpose of this article is to identify companies’ responses to scandal spillover stemming from their association with tainted social media influencers. Drawing on the literature on scandal, we show how the relationship between a social media influencer and a given brand is conducive to scandal spillover, triggered by the social media influencer’s deviance or wrongdoing. We conducted an explorative case study of the Operation Varsity Blues Scandal involving social media influencer Oliva Jade Gianulli, whose parents were both accused of bribing officials to have their daughters accepted into

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Ezenwafor, Ebuka Christian, Chigbata Moses Olise, and Promise Ikechukwu Ebizie. "Social Media Influencers and Purchase Intention amongst Social Media Users in developing African economy." Quest Journal of Management and Social Sciences 3, no. 2 (2021): 217–28. http://dx.doi.org/10.3126/qjmss.v3i2.41571.

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Background: Internet disruption has unprecedentedly made social media a global village and global digital market where business and customers interacts boundlessly. People’s interaction has far gone beyond boundary and businesses are seeing and harnessing these opportunities. Objective: This study investigated the effect of social media influencers on purchase intention among social media users. Method: The population of this study consist of active social media users in Anambra state. Sample size of 220 was arrived at using convenience sampling for infinite population. Reliability

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Ahmed, Kunwar Harish. "Role of Social Media Influencer in Shaping Travel and Hospitality." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50310.

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1. Abstract The Role of Social Media Influencers in Shaping Travel and Hospitality Preferences In the digital era, social media has revolutionized how consumers make travel and hospitality decisions, with influencers playing a pivotal role in shaping preferences and perceptions. This study explores the impact of social media influencers (SMIs) on consumer behavior in the travel and hospitality sector, focusing on trust, engagement, and the authenticity of influencer content. Drawing upon theories of parasocial interaction and source credibility, the research investigates how influencer charact

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Drop, Katarzyna, Justyna Szulich-Kałuża, Aneta Wójciszyn-Wasil, Joanna Sosnowska, and Olga Białek-Szwed. "Nurses as influencers in the opinion of nursing students." Pielegniarstwo XXI wieku / Nursing in the 21st Century 24, no. 1 (2025): 52–64. https://doi.org/10.12923/pielxxiw-2025-0007.

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Introduction. The popularity of social media makes it an effective tool for communicating about health. In this context, the role of an influencer becomes important, i.e. an online opinion leader who, through his/her media activity, influences the behavior and decisions of recipients. This study focuses on nurses influencers and the social perception of their activities. Aim. The aim of the study is to determine the dimensions of perception of nurses influencers, their determinants and consequences based on survey research. Detailed research questions were asked regarding the popularity, credi

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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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Perangin Angin, Pettia Weharima, and Siti Nur Masithah. "Peran Preferensi Influencer sebagai Sumber Kredibilitas pada Produk Make Up Wardah terhadap Niat Pembelian Konsumen." Jurnal Ilmiah Manajemen dan Kewirausahaan 4, no. 3 (2025): 238–47. https://doi.org/10.55606/jimak.v4i3.4803.

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This study analyzes the influence of consumer preferences for influencers promoting Wardah makeup products on purchase intention. Social media influencers play a key role in shaping consumer perceptions and decisions, particularly in the beauty industry. The study applies the source credibility theory, which includes three main dimensions: attractiveness, trustworthiness, and expertise. A survey was conducted with 70 social media users in Indonesia aged 20–50, representing Wardah’s target market. The results show that all three dimensions have a positive impact on purchase intention, although

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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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Muslimah, Dinda Desmonda, and Ayu Sunengsih. "A Bibliometric Analysis of Virtual Influencer." West Science Interdisciplinary Studies 1, no. 12 (2023): 1241–48. http://dx.doi.org/10.58812/wsis.v1i12.421.

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In the current digital era, Virtual Influencers have become a trending phenomenon in social media. This research utilizes bibliometric analysis to explore the developments in Virtual Influencer-related studies, with a focus on the involvement of Artificial Intelligence (AI) technology in their creation. The study also identifies the most influential works, active researchers, and journals at the forefront of publication. Additionally, it unveils the evolution of the concept of virtual influencers from an AI perspective. The research aims to analyze how AI influences marketing strategies throug

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Hani, Ghamama, Syed Waqar Haider, Aamir Raza, Susana C. Silva, and Joana Carmo Dias. "Digital Influencers: Catalysts for Customer Engagement and Purchase Intention." Studia Universitatis Babes-Bolyai Oeconomica 69, no. 2 (2024): 40–61. http://dx.doi.org/10.2478/subboec-2024-0009.

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Abstract Social Media Influencer (SMI) marketing represents a contemporary addition to the arsenal of digital advertising tools. Digital Content Creators are individuals who regularly share a variety of content, including visuals, audio recordings, and updates, across multiple social media platforms to shape consumers’ perceptions of a brand and its products. The focus of this study is to examine how the credibility aspects of social media influencers (expertise, attractiveness, and trustworthiness) influence purchase intention and brand intimacy while also considering the mediating role of co

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