A Predictive Investigation of Customer Attitudes towards Social Media Influencers and Their Impact on Purchase Behavior

Nagaraju Devara

Depart of Business Management

Bharatiya Engineering Science and Technology Innovation University (BESTIU), Anantapur, Andhra Pradesh–515731, India. 2022wpbm001@bestiu.edu.in

Dr.G.Ramanjaneyulu

Associate Professor and HOD, Department of Business Administration,

Annamacharya Institute of Technology and Sciences (Autonomous), Kadapa, Andhra Pradesh -516001, India

g.ramanjaneyulu.mba@gmail.com

Abstract

Social media marketing has grown to be an essential part of modern company plans as it has a big impact on consumer interaction, brand visibility, and sales growth. The purpose of this study is to identify the main variables influencing consumers' perceptions of social media influencers and, based on those findings, examine how these characteristics affect consumers' intentions to buy the promoted goods or services. An online survey with 424 completed questions was examined. A mix of conventional and sophisticated data analysis techniques has been used to organize and categorize the key aspects of digital influencers' behavior that impact customer views. In order to reveal the hidden connections between variables from the viewpoint of social media users, structural equation modeling (SEM), technique were used. The fundamental linkages that determine the method by which influencers' messages are accepted are clarified by the established models. For all parties involved in the social media marketing value chain, the results gained offer particular advice. To improve user experience and boost conversion rates, marketers should optimize influencer marketing techniques and make well-informed judgments. Influencers and marketers may work together to develop powerful and effective marketing initiatives that connect with the target market and produce significant outcomes. Consumers gain from more interesting and customized influencer content that suits their tastes and interests, strengthening their bond with companies and maybe influencing their purchasing decisions.

Keywords: Behavior intention, purchase intention, social media marketing, influencer marketing, PLS-SEM- structural equation modeling.

Devara Nagaraju

Affiliation

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A Predictive Investigation of Customer Attitudes toward Social Media Influencers and Their Impact on Purchase Behavior