Abstract:
This research aims to determine how social media influencers affect young people’s online
behavior. We aim to understand better the connection between online impulsive purchase
behavior and social media influencers. A qualitative technique grounded on the social
constructionist school of philosophy has been used in this research. The research employs
an abductive methodology, utilizing a thematic analysis. Ten study participants
participated in semi-structured interviews to get the insights required for our research
topics.
The two primary theoretical frameworks utilized in this research are the consumer behavior
theory and the Hawkins-Stern theory of impulsive buying. A conceptual framework that
will direct the investigation has been created based on a thorough analysis of the body of
knowledge and theory. Significant findings indicate that social media influencers'
perceived knowledge, attractiveness, trustworthiness, and personalized content are the
main elements impacting perceived credibility and, in return, customer attitude.
The key to influencer marketing success is matching influencers' personalities with brands.
The tendency of customers to make a purchase and intent to buy is greatly influenced by
informative and compelling personalized information, according to content experts. Brands
that collaborate with credible social media influencers that are authentic, and provide
customized content may see increases in revenue, consumer loyalty, user-generated
content, and organic growth. Fashion and beauty hauls are demonstrating their power as a
marketing tool, and discount coupons may assist advertisers in demonstrating the return on
investment of their influencer marketing campaigns.
