The role of social media influencers in consumer buying behavior

Abstract

Delay in advertising patterns demonstrate the rise of influencer as an extension of word mouth campaigns. As customer visits social media, associations are understanding the power of social media influencers in influencing a purchase decision of consumers. The study is intended to examine the effectiveness of social media influencers on purchase intention of consumer attitude. This research paper is aiming at investigating how social media influencers are affecting the consumer’s buying behavior with the outlined question: How do social media influencers affect consumers' buying behavior.An abductive quantitative research approach has been selected for this research, where data was gathered through online questionnaire. Both primary and secondary data has been used. Primary data has been collected through structure questionnaire. Secondary data has been collected from other research papers.