Health, image, and influence: how social media influencers shape consumer behavior in Hungary

Abstract Social media, electronic word-of-mouth, and influencers are essential parts of our daily lives, all of which have an impact on our shopping habits, consumer decision-making, and health consciousness. The aim of the study on the impact of social media influencers (SMIs) on consumer behavior was to explore the mechanisms of influence among Hungarian consumers, with a special emphasis on health-conscious consumer behavior. The research was based on primary data collection, on a sample of 506 people, representative of gender, age, and type of settlement in Hungary. Confirmatory Factor Analysis (CFA) was used to analyze the data within the framework of a second-order hierarchical model. The results showed that both influencer and social media use have a significant positive impact on shopping behavior, and that influencer credibility is the strongest influencing factor. It is important to note that younger, lower-educated groups with more informal schedules are more receptive to digital recommendations. The research highlighted that Instagram and eWOM (electronic word-of-mouth) have a stronger influence among Hungarian consumers than TikTok. Based on the results, the credibility of an influencer significantly increases trust, which drives emotional attachment and the purchase intention of consumers. The results also highlight the growing importance of authentic interactions and perceived social connections, which are now the driving forces of digital trust. The study provides practical recommendations for the development of targeted marketing strategies.