The Role of Social Media Influencers in Shaping Buying Behavior

Abstract

This study examines the role of social media influencers in shaping consumer buying behavior using a mixed-methods experimental design. Drawing on survey data from 600 participants and 30 qualitative interviews, the research integrates quantitative analysis through regression and structural equation modeling with thematic coding of consumer narratives. Results demonstrate that influencer credibility, authenticity, and engagement are the strongest predictors of purchase intention. Micro-influencers, despite smaller follower counts, were shown to generate higher levels of trust and loyalty, while macro-influencers provided broader reach but weaker intimacy with audiences. Transparency in sponsorship disclosure emerged as critical, with explicit disclosures enhancing trust and mitigating skepticism, whereas ambiguous disclosure undermined authenticity. Cultural and demographic differences also moderated outcomes, with younger consumers and collectivist societies showing heightened susceptibility to influencer endorsements compared to older cohorts and individualistic contexts. The findings suggest that influencer-brand congruence, authenticity, and cultural alignment are central to driving effective campaigns. Managerially, the study highlights that influencer marketing can yield higher return on investment than traditional advertising when strategically executed. Nevertheless, challenges such as influencer fraud, content oversaturation, and regulatory scrutiny persist. This research contributes to academic theory by extending understanding of persuasive mechanisms in digital contexts and offers practical implications for businesses seeking to optimize influencer collaborations in competitive markets.