THE PERSUASIVE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMERS’ BUYING DECISIONS: A CASE STUDY OF INSTAGRAM

Abstract

This research focuses on examining the various SMI characteristics and their impact on acting as relevant sources to the consumers while making a buying decision. These characteristics include the quality of content they produce, their trustworthiness, and their credibility. A survey questionnaire of 200 respondents was conducted to determine the significance of these characteristics. The research findings revealed that all three independent variables (quality content, trustworthiness, and credibility) of Social Media Influencers have a persuasive impact on the consumers’ buying decisions (dependent variable). Therefore, all the variables used in this study were accurate. It was suggested that brands willing to increase their online sales should incorporate Instagram into their marketing strategies. Marketers should also focus on selecting SMIs that fit with the brand's image and produce content that is relevant to their target consumers to properly increase the sales of the product that is being promoted.