Consumer Responses to Social Media Influencers: An Analysis of Trust, Attitudes, and Buying Behaviour
Keywords:
Social Media Influencers, Consumer Behaviour, Trust, Purchase Intentions, Digital Marketing, Influencer Marketing, Consumer AttitudesAbstract
The proliferation of social media platforms has fundamentally altered the landscape of contemporary marketing, with social media influencers emerging as pivotal agents in shaping consumer decision-making. This study investigates the impact of social media influencers on consumer behaviour, with particular emphasis on the roles of trust, influencer-generated content, consumer attitudes, and purchase intentions. Employing a quantitative research design, primary data were collected from 418 active social media users through a structured, five-point Likert-scale questionnaire. Statistical analyses including descriptive statistics, Pearson correlation, simple regression, multiple regression, and Cronbach's Alpha reliability testing were conducted using SPSS software. All six proposed hypotheses were empirically supported at the p < 0.001 level. Notably, social media influencers explained 50.7% of the variance in consumer behaviour (R² = 0.507), influencer-generated content accounted for 57.2% of variance in consumer attitudes (R² = 0.572), and the combined effect of trust and consumer attitudes explained 61.1% of variance in purchase intentions (R² = 0.611). Overall Cronbach's Alpha was 0.892, confirming instrument reliability. The findings underscore trust, content quality, and authentic engagement as critical determinants of influencer marketing effectiveness. Recommendations are provided for practitioners seeking to leverage influencer partnerships strategically within digital marketing ecosystems.
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