The Effect of Social Media Influencers on Business Sustainability: Understanding Customer Behavior Change Towards Sustainable Usage Patterns

The study aims to fill existing research gaps by creating a new framework that explores the impact of social media influencers on sustainable usage patterns, focusing on business sustainability as a mediating factor. In this research, non-probability judgmental and purposive sampling methods were used. Due to the size and distribution of the population, sampling was also chosen based on the researcher's own judgment and experience. Structural equation modeling (SEM) is used as the data analysis method. Path coefficient analysis yielded significant findings. Social media influencers were found to influence business sustainability significantly. Apart from that, social media influencers have a significant negative affect on sustainable usage patterns. Business sustainability also significantly influences sustainability usage patterns, with a powerful influence. This enriches the dynamics of business sustainability, proposing new knowledge about how it influences this relationship.