Social Media Influencers’ Impact on Consumer Purchase Intentions: A Mixed-Methods Analysis

Description

Social Media Influencers Impact on Consumer Purchase Intentions: A Mixed-Methods Analysis

Abstract

The modern markets are filled with customers checking the authenticity of products and considering trust as key. Accordingly, internet pervasiveness and ubiquitous use of social media platforms are favoring businesses to use a myriad of ways to attract customers. Social media influencers involvement is buzzing in digital promotion strategies. Moreover, the influence of marketing has changed the marketing game for connecting with customers prominently. Furthermore, seeking influences for social platform advertising to connect with trends and attract a huge customer base. Millennials and Gen Z customers are particularly looking for authentic products with increased information accessibility. Rather than using conventional advertisements businesses are implementing influencer promotions on social platforms to match innovative marketing vibe.

However, increasing credibility and entrusting buyers are the primary motives for using influencer marketing. Hence, influenced communities foster trust and subsequently make followers stay receptive to recommendations. Since conventional advertising has reached saturation levels, social media adoption is a sophisticated promotional framework. Indeed, it passionately speaks up about brand-engaging audiences. The process involves creating promotional content by influencers resonating with business goals. Follower loyalty elevates influencer image to attract buyers at personal levels. Besides, businesses are using influencer promotions to sway buying decisions through endorsements and details.

This research follows mixed methods for depicting determinants of influence promotions on social media and the buying intentions of customers. Additionally, the research uses suitable methods for delving into the intricacies of social platform influencer promotions, highlighting the invaluable role that the technique plays in increasing customer reachability. The mixed research techniques enable noticing specific influencer features for quantifying follower purchase interests. Overall, the study explores demographic segmentation according to impressions made by social media promotions involving influencers. Statistics published by various industries complement insights developed to generate esteem insights and inherent reasons for outcomes. In conclusion, this study generates invaluable perceptions regarding the complicated dynamics of social media platforms and influences in motivating buyer decisions.

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