The Impact of Social Media Influencer Content on Consumer Purchasing Decisions

Objective: This research study aimed to identify what makes social media influencers more effective in building trust and driving purchasing decisions. It focused on how trust, respect, engagement, and content relevance influence perceptions of influencer credibility and impact. Methodology & Sample: We used Qualtrics to distribute an online survey through personal networks, collecting responses from 225 participants. Respondents ranged in age from under 18 to 66+, with an average age of 23. Approximately 66% identified as female and 33% as male. Analysis: We analyzed the data using SPSS, including correlation analysis, regression analysis, and independent samples t-tests. Key Findings: The findings suggest that trust in influencers is strongly associated with content that aligns with personal needs, as well as with perceptions of respect and value. Higher engagement, reflected through frequent posting and thoughtful interactions, also positively influenced trust and credibility. T-test results indicated that women were significantly more influenced by an influencer’s knowledge, sense of respect/value, and the number of likes compared to men. All relationships and group differences reported were statistically significant, supporting the importance of authentic, engaging, and relevant influencer content in shaping consumer trust and behavior.