Social Media Influencers and Consumer Buying Behaviour Among Young Adults

Chapter One

1.1 Background of the Study

In the digital era, social media has transformed how brands connect with consumers. Platforms like Instagram, TikTok, and YouTube have given rise to influencers who promote products through personal recommendations. These influencers often have strong relationships with their followers and can affect their purchasing decisions (Okafor, 2022).

Traditional advertising once dominated consumer persuasion, but audiences now prefer relatable voices over corporate messages. According to Eze (2021), young adults trust influencers because they appear authentic and approachable. They often follow influencer endorsements more than traditional adverts. This shift has encouraged businesses to invest in influencer marketing as a strategy to reach digital audiences effectively.

However, questions remain about how deeply influencers shape actual buying decisions. While some studies suggest a strong positive link between influencer credibility and consumer behavior, others argue that audience awareness of paid promotion reduces impact. This study explores how influencer marketing affects the purchasing behavior of young adults and what factors determine its effectiveness.

1.2 Statement of the Problem

Many companies now rely on influencers to promote their brands online. Despite the popularity of this trend, there is limited understanding of how influencer content influences real purchasing decisions. Some influencers may lack credibility or authenticity, leading to skepticism among consumers. The study addresses the gap between online influence and actual consumer action.

1.3 Objectives of the Study

The main objective is to examine the influence of social media influencers on the buying behavior of young adults. The specific objectives are:

1. To identify the types of influencers that appeal most to young consumers.

2. To assess how influencer credibility affects trust and purchase intention.

3. To determine the relationship between influencer marketing and actual product purchase.

1.4 Research Questions

1. Which categories of influencers most appeal to young adults?

2. How does influencer credibility affect consumer trust?

3. What is the relationship between influencer promotions and product purchases?

1.5 Significance of the Study

This study contributes to marketing communication by showing how digital influence shapes modern consumer decisions. It helps brands design effective influencer strategies and guides influencers in maintaining credibility. It also benefits researchers interested in online communication trends.

1.6 Scope of the Study

The study focuses on social media users aged 18 to 30 who actively follow influencers on platforms such as Instagram, TikTok, and YouTube. It examines how their engagement with influencer content impacts their buying behavior.