The Impact of Social Media and Influencers on Consumer Behavior

OBJECTIVE: The purpose of this research study was to explore the influence of social media influencers on consumer purchase intent and brand loyalty. METHODOLOGY: We collected survey data using the Qualtrics online survey tool. Participants were recruited through our network of family, friends, and social media connections. SAMPLE: We received completed surveys from 245 respondents. The majority of respondents (approximately 70%) were between the ages of 18–24, with an overall age range from 18 to 65+. The average reported income was between $30,000 and $40,000. Most respondents were either full-time students or employed full-time, with a wide variety of weekly work hours reported. Education levels varied, but the majority had completed at least some college, with a significant number indicating completion of a bachelor’s degree or higher. ANALYSIS: We analyzed the data using SPSS statistical software and conducted descriptive statistics and independent samples t-tests. KEY FINDINGS: The pattern of our results suggests that social media influencers significantly impact both purchase intent and brand loyalty. A total of 77% of respondents indicated they had purchased a product because of an influencer’s recommendation, with 66% saying they had done so once or twice and 11% frequently. Nearly half of respondents (48%) agreed or strongly agreed that they prefer brands that collaborate with influencers they trust. Additionally, 37% reported continuing to use brands introduced to them by influencers. About 21% agreed or strongly agreed that they had switched brands based on an influencer’s negative review. Finally, 55% said they would unfollow influencers who misled them with promotions. T-test results showed statistically significant differences across some demographic groups, such as age and gender, particularly in how frequently respondents made purchases based on influencer content. All relationships reported were statistically significant.