Social Media, Market Influence and Social Followership: Effect of Large Scale Social Influencers on Consumer Purchasing Decisions
Date
2017
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Haverford College. Department of Economics
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Award
Language
eng
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Haverford users only
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Abstract
This study investigates the effect of large scale social influencers and their content on consumer purchasing decisions. Specifically, this study aims to identify how demographic characteristics of followers, social media usage patterns, and influencer message content characteristics affect the likelihood of a potential consumer being influenced, and making a purchase as a result of online content posted by a social influencer. The analysis uses a sample of 773 survey respondents from Haverford College and throughout the U.S. The results indicate that the age of the consumers/social followers, social media platform used to follower influencers, valence and appeal of content all significantly impact the likelihood of a follower making a purchase or being influenced by large scale social influencers content. The findings provide unique insight useful for brands and marketers as to the type of content, the platform on which it is posted, the target population, and whether bundling with social causes, will influence consumers and generate purchases.