Social Media Influencers on Facebook and Their Impact on Consumers

Abstrak

This study aims to pinpoint the elements contributing to social media
influencers' (SMIs) popularity and effectiveness in Bangladesh.
Additionally, the study aims to determine how these influencers impact
consumers' purchasing decisions. The study employs a quantitative research
approach, utilizing an online survey questionnaire. The survey involved 208
participants who follow at least one social media influencer on Facebook,
selected through a random sampling technique. The study's results highlight
that positive reviews and feedback from other followers/consumers are the
most potent factors in creating trust towards SMIs. Additionally, the
quality of content and SMI's expertise and knowledge in a specific field/topic
matter most to create an audience base. Besides, most followers believe that
expertise attracts them to SMIs; hence, SMIs should not promote anything
they do not know much about, representing their trustworthiness and
transparency to the followers. Also, the recommendation of SMIs and these
consumer-trust-building characteristics are associated. Brands choose SMIs
to convey their message to the targeted audience; the findings also reveal
that influencers significantly influence consumers' purchasing decisions
through their recommendations, and age is one of the independent variables
that is associated with the recommendations of SMIs.