Exploring the impact of Social Media Influencers on Millennial Purchasing Decisions

Abstract

This study explores the impact of key attributes of social media influencers—namely influencer credibility, relatability, content quality, and engagement—on the purchasing decisions of millennials. As digital platforms increasingly shape consumer behavior, social media influencers have emerged as powerful opinion leaders whose content can sway brand perceptions and buying patterns. The objective of this research is to measure the relationship between these attributes of influencer engagement and millennial purchasing behavior. A structured questionnaire was administered to a sample of 382 millennials, and the data collected were subjected to reliability analysis, exploratory factor analysis (EFA), and correlation analysis to validate the constructs and examine interrelationships. The findings indicate that influencer credibility and content quality significantly influence millennials' purchase intentions, while relatability and engagement enhance emotional connection and brand trust. These results suggest that millennials are more likely to be influenced by social media figures they perceive as authentic, knowledgeable, and interactive. The study provides meaningful insights for marketers and brands seeking to design effective influencer marketing strategies targeted at the millennial segment.