Social Media Influencers in Consumer Purchase Decision: An Analytical Study with Major Influencing Factors

Abstract

The study examined the impact of the quality of content, the expertise of the influencer, entertainment value and aesthetics of posts on the followers' perceived influence towards the social media influencers. It also analysed the impact of such influence on the attitude towards influencers and the purchase intention towards the brands promoted by those influencers. The data was collected from 250 active social media users. The study used the Structural EquationModel (SEM) by AMOS software and SPSS 26 for descriptive statistics. The study's findings show a significant relationship between the quality of content, the expertise of influence and the aesthetics of the post, held towards perceived influence. The quality of content and the expertise of the influencer have proved to be significantly influencing the attitude of the followers and such an attitude leads to purchase intention. The resultant model showed a goodmodel fit satisfying all the necessary significant values. The study could provide analytically proven results for marketers and sellers on the selected variables in influencer marketing.