Impact of Social Media Influencers on Online Purchase Decision - An Empirical Study

Abstract

Today’s business scenario is all about a consumer-centric approach. Every business is trying to attract more and more customers through digital and social media marketing. Social media influencer is a boom word in the field of social media marketing. During the last decade, the number of social media users crosses 3.4 billion, which is around 45% of the world’s population. The growth rate is showing the dependency of people on the internet for every minute of information and decision. Indirectly, these people are looking forward to social media influencers for further guidance. Social media influencers are experts on a specific topic. They directly or indirectly influence the purchasing decision of consumers through their regular posts on social media. Social media influencers are considered as the trend and brand creators as they create brand awareness and its need among people.

Indore city, well-known as SMART CITY, is also known for its adaptation of fashion and brands. This research study is an attempt to know the role of social media influencers on the online purchase decision of consumers. In view with the previous mentioned objective, various dimensions related with social-media influencers have been found out. Primary data was collected from 419 respondents through structured questionnaire. The result of EPIC model used to analyse the data came with four dimensions namely, Empathy, Persuasion, Impact and Communication.