The Impact of Social Media Influencers on Consumer Buying Behaviour among Young Adults

Lim, Suen Ling (2022) The Impact of Social Media Influencers on Consumer Buying Behaviour among Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Social media is widely used nowadays. With the rise of social media influencers, influencer marketing was once a new marketing strategy used by marketers. This thesis aims to investigate how social media influencers affect consumer buying behaviour among young adults. This thesis takes into account notions from the fields of community, social media influencers, and consumer behaviour. This paper derives from an abductive qualitative research approach, where data was gathered through survey questionnaires. There will be a total of 384 respondents participating in the survey questionnaire in this study. The results of the research show that young adults’ buying behaviour do get a huge impact from the social media influencers (SMIs). People follow SMIs mainly because they are trustworthy and professional. Most of the young adults follow the SMIs’ recommendations. This study also gave the media industries a better understanding of the young adults’ consumer behaviour.