The Impact of Social Media Influencers on Consumer Behavior: A Comparative Analysis Across Different Industries

Abstract

This study investigates the profound effects of online social marketing on consumer behaviour in purchasing Beauty & Fashion, Health & Fitness, Technology, and Travel industries influenced by social media influencers. Rooted in Social Influence Theory, this research explores how online social marketing strategies affect consumers' purchase intentions through a quantitative approach employing a survey method. An online questionnaire was administered to 500 respondents of all age groups, selected via convenience sampling. The findings shed light on the significant effects of online social marketing on consumer’s perceptions and behaviours regarding purchase decisions. This research critically reviews existing social marketing literature, specifically focusing on the trust of social media influencers and the reliability of the products they are marketing through their content. Additionally, it identifies key research gaps and proposes a forward-looking research agenda. These insights contribute to our understanding of the dynamic relationship between online social marketing by social media stars and consumer purchase intention, offering valuable implications for academia and industry stakeholders in Pakistan's social media industry and purchase decisions of the public affected by the marketing tactics of influencers.