Impacts of Social Media Influencers on
Consumer Behavior
A Research Proposal Submitted to:
Dr. Md. Shamimul Islam
Professor,
Department of Economics
Comilla University.
Submitted by:
Rezwan Ahmed
ID: 12002049
Session: 2019-2020
Department of Economics
Comilla University
Contents
Introduction ......................................................................................................................... 3
Objectives of the Study ....................................................................................................... 4
Research Questions ............................................................................................................. 4
Literature Review................................................................................................................ 5
Research Gap ...................................................................................................................... 6
Theoretical Framework ....................................................................................................... 7
Methodology ....................................................................................................................... 8
Expected Outcome .............................................................................................................. 9
Timeframe ........................................................................................................................... 9
Significance of the Study .................................................................................................. 10
Conclusion .........................................................................................................................11
References ..........................................................................................................................11
Introduction
Social media has become an integral part of our daily lives, with millions of users actively
engaging with various platforms. Nowadays, social networking sites such as Instagram,
Youtube, and Facebook etc. represent valuable ‘marketing endeavor’(Gupta & Chahat
Chopra, 2020). The customers’ decisions are influenced by these sites and influencers.
They empower the consumers to search and exchange the knowledge about products and
services with others.
On social media, certain users actively create online content and become an opinion leader.
Their shared post enriched with reviews, emotions, and personal experience can influence
the products, brands, and potential audience (Javed et al., 2022). Therefore, we have named
them as ‘digital influencers. As clients, individuals share item audits, data about a help,
exhortation on food or wellbeing, admonitions about items, tips on utilizing certain items,
and substantially more. One prominent phenomenon within social media is the rise of
influencers who possess the power to shape consumer behavior. (Chopra et al., 2021)
This paper aims to investigate the impact of social media influencers on consumer behavior,
specifically in the context of economics. By exploring this relationship, we seek to
contribute to the understanding of the economic implications of social media influencer
marketing strategies.
Objectives of the Study
Objectives of the Study on the impact of social media influencers on consumer behavior
are as follows:
Main Objective:
• To find out the impact of social media influencers on consumer behavior.
Specific Objectives:
• To investigate the impact of social media influencers in shaping consumer attitudes
and perceptions towards specific area of products.
• To compare the impact of different types of social media influencers (e.g.,
celebrities, micro-influencers) on consumer behavior.
• To examine the relationship between social media influencers and consumer
purchase behavior.
Research Questions
Research Questions related with this paper to find out the expected outcome is following-
• How do social media influencers influence consumer attitudes towards products?
• How do different types of social media content (e.g., product reviews, sponsored
posts, unboxing videos) by influencers impact consumer purchasing behavior?
• What ethical considerations should be taken into account in social media influencer
marketing?
• What are the psychological factors underlying the impact of social media
influencers on consumer behavior?
Literature Review
The use of social media is a trend in the 21st century. Internet based messages have started
influencing different aspects of consumer decisions, the buying behaviour, evaluation,
communication with brands etc. The advent of social media in forms similar to Twitter and
Facebook are beginning to have large implications on business practices and academic
literature alike. Over the last few years, many academic research papers have investigated
the role of social media in the business world. Twitter has been analysed to look at the role
it plays in a variety of marketing areas to include helping brand and promote businesses
(Greer and Ferguson 2001).
Numerous studies have highlighted the significant impact that social media influencers
have on consumer purchasing decisions. Research by Chen and Sharma (2018) found that
consumers are more likely to make purchase decisions based on recommendations from
social media influencers they follow. This influence stems from the perceived authenticity,
expertise, and trust built by influencers with their audience. Additionally, their ability to
showcase product experiences and provide personalized recommendations enhances their
influence on consumer behavior.
There are celebrity endorsements which influences people to go towards a particular brands,
celebrities and influencers play a very important role in online promotion. (Chen et al.
2011a).
According to Jackson (2009) said that another area of modelling network interaction
concerns how network impact behavior. Also, according to Nolcheska (2017) customer’s
social interaction has a huge influence on purchase decision, starting from the problem
recognition, searching of relevant information, evaluation of alternatives, final purchase
decision, and post purchase satisfaction.
Social media influencers play a crucial role in shaping brand preferences and fostering
brand loyalty among consumers. Kim and Ko (2019) demonstrated that consumers tend to
develop favorable attitudes towards brands endorsed by social media influencers, leading
to increased brand preference and intention to purchase.
Research Gap
Despite the existing studies on Impact of Social Media Influencers on Consumer Behavior,
there is some literature gap in terms of
Geographical Location: Consumers from various nations and areas may have varied
attitudes and preferences about influencers. Geographically oriented influencer marketing
techniques might be informed by research into the regional variations in the influence of
social media influencers on customer behavior.
Time Sensitivity: Research on the impact of social media influencers on consumer
behavior has mostly concentrated on the effects, According to Forbes the article (COVID
Accelerates Increase in Internet Use, n.d.) COVID-19 has changed and accelerated the use
of social media and the internet. So, there's a lack of study on this. Exploring the time
sensitivity the impact could be valuable to understand how their influence evolves over
time.
Changes in Influencer Popularity: The popularity of social media influencers can
change over time for a variety of reasons, including content value, algorithm adjustments,
or changing consumer preferences. Research may look into how shifts in influencer
popularity impact their capacity to sway customer behavior.
Addressing the gap in the context of social media influencers and consumer behavior could
help to gather more information. Additionally, this paper would provide a deeper
understanding of the dynamics of influencer marketing, contributing to the overall
knowledge of this rapidly evolving field.
Theoretical Framework
The research on the impact of social media influencers on consumer behavior within the
field of economics can be guided by several relevant theoretical frameworks.
• Social Influence Theory: Social Influence Theory, rooted in social psychology,
provides a theoretical foundation for understanding the impact of social media
influencers on consumer behavior. This theory posits that individuals' attitudes, beliefs,
and behaviors are influenced by the social environment and the actions of others.
Within the context of social media, social influence theory suggests that social media
influencers can serve as opinion leaders, shaping the attitudes and behaviors of their
followers. By examining concepts such as conformity, persuasion, and social proof,
this theory helps explain how social media influencers can influence consumer
decision-making processes and preferences.
• Economic Theory of Information and Advertising: The Economic Theory of
Information and Advertising provides insights into the economic implications of social
media influencer marketing strategies. This theory emphasizes the role of information
in shaping consumer behavior and market outcomes. It posits that advertising serves as
a means of conveying information to consumers, affecting their knowledge,
perceptions, and choices.
These theoretical frameworks provide a basis for understanding and interpreting the
relationship between social media influencers and consumer behavior within the field of
Economics.
Methodology
The research methodology will include the following key components:
Data Collection:
Survey: A structured survey will be conducted to gather quantitative data from a sample of
social media users. Certain questionnaires will be opted for finding the desired research
results as they are a reliable and a faster method to gather information from several
respondents efficiently within a limited time.
Data Analysis:
Quantitative Analysis: The survey data will be analyzed using descriptive statistical
techniques (using Stata/MP 12.1) to examine the relationships between social media
influencers and consumer behavior variables.
Qualitative Analysis: Thematic analysis will be employed to identify and interpret key
themes and patterns arising from the interviews with influencers and industry experts.
Ethical Considerations:
Ethical guidelines regarding participant consent, confidentiality, and data protection will
be strictly followed throughout the research process. The research will also adhere to the
ethical standards set by the university's research ethics committee.
Limitations
The study will not cover a wide range of audience so the study results may vary depending
on the size of the population.
Expected Outcome
The research is expected to demonstrate the significant influence that social media
influencers have on consumer behavior. It may reveal that consumers are more likely to
make purchasing decisions based on recommendations and endorsements from influencers
they follow on social media platforms.
Timeframe
We will follow this timeline for this research-
Start Date End Date
6-Jul-23 29-Sep-23
10-Aug-23
15-Aug-23
20-Aug-23
25-Aug-23
30-Aug-23
14-Sep-23
19-Sep-23
24-Sep-23
29-Sep-23
11-Jul-23
16-Jul-23
21-Jul-23
26-Jul-23
31-Jul-23
5-Aug-23
4-Sep-23
9-Sep-23
6-Jul-23
No. Task Description Time Start Date End Date
1 Research proposal development 5 6-Jul-23 11-Jul-23 X X
2 Literature review 15 12-Jul-23 27-Jul-23 X X X
3 Survey design and data collection 20 28-Jul-23 17-Aug-23 X X X X
4 Qualitative data collection 10 18-Aug-23 28-Aug-23 X X
5 Data analysis 15 29-Aug-23 13-Sep-23 X X X
6 Report writing and documentation 10 14-Sep-23 24-Sep-23 X X X
7 Finalizing the research report 4 25-Sep-23 29-Sep-23 X
Significance of the Study
The significance of the study on the impact of social media influencers on consumer
behavior is as follows:
Academic Contribution:
This research contributes to the existing body of knowledge in the fields of economics and
consumer behavior. By investigating the influence of social media influencers on consumer
behavior, the study fills a gap in the literature and provides empirical evidence to enhance
our understanding of the economic implications of influencer marketing strategies.
Practical Implications for Businesses:
Understanding the impact of social media influencers on consumer behavior has significant
practical implications for businesses and marketers. The insights gained from this research
can assist businesses in maximizing the return on investment from influencer
collaborations and improving the effectiveness of influencer marketing campaigns.
Policy Implications:
The findings of this research can have policy implications for regulating influencer
marketing practices. As the influencer marketing industry continues to grow, policymakers
may need to consider establishing guidelines, standards, and regulations to protect
consumers and maintain transparency in influencer-brand relationships.
Understanding Consumer Behavior in the Digital Era:
Consumer behavior has undergone significant changes with the advent of social media and
digital platforms. This study contributes to the understanding of consumer behavior in the
digital era, specifically in the context of social media influencers.
Overall, by investigating the impact of social media influencers on consumer behavior
within the field of economics, this research offers valuable insights for academic,
businesses, marketers, consumers, and policymakers alike.
Conclusion
This research proposal outlines a study on the impact of social media influencers on
consumer behavior. By conducting a comprehensive analysis using a mixed-methods
approach, we aim to shed light on the influence of social media influencers on consumer
purchasing decisions, brand preferences, and the broader economic implications for
businesses. The findings of this research will contribute to the existing knowledge in the
field and provide practical insights for marketers and businesses in leveraging social media
influencer marketing strategies.
References
Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer Marketing: An Exploratory Study
to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives
and Research, 9(1), 77–91. [Link]
COVID accelerates increase in internet use. (n.d.).
[Link]
Gupta, S. & Chahat Chopra. (2020). Impact Of Social Media On Consumer Behaviour.
[Link]
Javed, S., Rashidin, Md. S., & Xiao, Y. (2022). Investigating the impact of digital
influencers on consumer decision-making and content outreach: Using dual AISAS
model. Economic Research-Ekonomska Istraživanja, 35(1), 1183–1210.
[Link]
Ryan, B., Scapens, R. W., & Theobald, M. (2002) Research method and methodology
in finance and accounting (2nd ed.). Thomson Learning.
Scapens, R. W. (1990). Researching management accounting practice: The role of
case study methods. British Accounting Review, 22, 259–281
.
(n.d.). COVID-19 Pushes Up Internet Use 70% And Streaming More Than 12%, First
Figures Reveal. -Forbes