The impact of social media influencers on purchase behaviours

Abstract

Many businesses are increasingly using social media and Web 2.0 as important tools to market their products and services. These technologies have made it easier for several brands to communicate and reach their customers on a global level. One of the ways in which this is done is through social media influencers. This research explored online users’ perceptions of influencers. An online questionnaire was used to collect data from respondents. The study comprised reliable and valid measures from Ajzen and Fishbein’s (1975) ‘Theory of Reasoned Action’. It investigated participants’ attitudes and subjective norms towards social media influencers and whether these factors were affecting their purchase decisions. This research consisted of respondents that were following social media influencers on YouTube and Instagram. It found significant and positive relationships between online users’ attitudes and their purchase intention, between subjective norms and purchase intention, and between purchase intention and actual purchase. In the conclusion, the researcher identifies the limitations of this quantitative research and suggests future recommendations for more research in this area of study.