Investigating the Role of Social Media Influencers in Shaping Brand Perceptions and Purchase Intentions

EasyChair Preprint 13761

Abstract

Social media platforms have revolutionized the way brands connect with consumers. One of the key developments has been the rise of social media influencers - individuals who have built large, engaged followings on platforms like Instagram, YouTube, and TikTok. This study investigates the role that social media influencers play in shaping consumer brand perceptions and purchase intentions.

Through a combination of qualitative interviews and quantitative survey data, the research explores how the perceived authenticity, expertise, and trustworthiness of influencers impacts their ability to influence their followers' attitudes and behaviors towards brands. The results indicate that when consumers view an influencer as authentic and credible, they are more likely to develop positive brand perceptions and express purchase intent for products/services endorsed by that influencer.

Importantly, the study also examines how these influencer effects vary based on factors such as product type, influencer-brand fit, and the nature of the influencer-follower relationship. Theoretical and practical implications are discussed, including insights to help brands more effectively leverage influencer marketing strategies.

Overall, this research provides valuable empirical evidence on the powerful role social media influencers can play in contemporary consumer-brand dynamics. The findings offer guidance for brands seeking to optimize their influencer marketing efforts and cultivate stronger connections with target audiences.

Keyphrases: management, science, social

@booklet{EasyChair:13761,
  author    = {Kaledio Potter and Favour Olaoye},
  title     = {Investigating the Role of Social Media Influencers in Shaping Brand Perceptions and Purchase Intentions},
  howpublished = {EasyChair Preprint 13761},
  year      = {EasyChair, 2024}}