Social Media Influencers’ Perceptions on Consumers’ Buying Behavior—An Exploratory Study

Influential marketing is gaining arousing interest in contemporary research among academics and practitioners. The vast majority of pertinent research on how influencers may affect consumer behavior is based on the followers’ perceptions, regarded as consumers. Nevertheless, attention shed on the influencers’ perceptions, regarded as the research field, is rather rarer. In this exploratory study we base upon quantitative data extracted from 65 Social-Media international influencers. Advanced statistical analysis, based on Confirmatory factor Analysis and Regression Analysis, produced findings implying that influencers’ personality, followers’ engagement and followers’ performance risk minimization may influence the followers’ buying behavior. On the whole, as our research results imply, companies partnering with influencers should recognize the need to provide them with comprehensive information and training, encompassing both the brand’s attributes and the company’s culture and values. This approach fosters a unified promotion strategy, greater customer engagement, and improved company-influencer alignment in communication strategies and goals, leading to enhanced products sales.