A Study On Influencer Credibilty And Its Impact On Online Customer Purchase Behaviour With Reference To Smartphones

Consumers’ choices and spending, primarily regarding smartphones, are heavily impacted by social media influencers in contemporary society. This research studies the impact of an influencer’s credibility on a customer’s purchasing behaviour concerning smartphones. Influencer credibility consists of four main dimensions: expertise, trustworthiness, attractiveness, and reliability. Through a structured questionnaire, a sample of online consumers who follow tech influencers was surveyed. Chi-square tests were performed on the collected data. High credibility influencers were found to significantly impact consumer attitude towards online shopping, further increasing likelihood of purchases. Moreover, the research determined that the most influential components of credibility in driving smartphone purchases were trust and expertise. These findings are pertinent to marketers who need to understand that smartphone sales can be easily increased through trustworthy influencers for marketing as competition in the industry is high.