THE IMPACT OF SOCIAL MEDIA INFLUENCER IN CONSUMER'S PURCHASING BEHAVIOR

Abstract

Social media has played a significant role in marketing, providing businesses with an accessible and effective platform for promoting products and services. Its continuous growth has created opportunities for aspiring social media users, many of whom have become an integral part of companies’ marketing strategies. This has led to the rise of social media influencers as a powerful force in digital marketing.

However, while social media has transformed the marketing landscape, it does not guarantee entirely positive outcomes. Many companies and business owners, regardless of their status, have become increasingly ambitious—sometimes to the point where negative promotions and controversial tactics are used by influencers to generate massive revenue. As part of this study, we used survey questionnaires to gather a substantial amount of data based on people's experiences. The study identified various factors influencing how consumers are affected by social media influencers’ promotions, regardless of their personal preferences, wants, or needs. Two key factors that consumers consider when purchasing products are the influencer’s physical appearance and the content they produce. This highlights the significant impact social media influencers have on consumer purchasing decisions. Although the results are highly accurate, they also highlight the potential risks of advertising, particularly when negative promotions occur. The findings indicate that many consumers base their engagement with advertisements on the physical appearance of influencers, making them more susceptible to persuasion and more likely to trust and purchase whatever influencers promote.