Zhabagina Lyailya

The Impact of Influencers on

Consumer Behavior
Introduction
In the vast realm of social media, influencers have
become powerful agents of change, shaping
consumer behavior in unprecedented ways.
who are influencers ? 10 10 10

Social media influencers are people who have built a

significant following online across various social media
platforms. They have experience, authority and a strong
connection with their followers.
Building trust and authenticity
Shaping Purchasing Decisions

One of the key reasons social media influencers have such a

powerful influence on consumer behavior is the trust they instill
in their followers. Through regular engagement, relevant
content, and authentic recommendations, influencers build
trusting and authentic relationships.
 1 Their content, which may include
product reviews, unboxing videos, and
lifestyle showcases, provides a
personalized and relatable narrative that
resonates with their audience.

2
Unlike traditional advertising, influencer
marketing often feels more genuine, as
influencers are perceived as peers rather
than distant celebrities.
 Ethical Implications of
Influencer Marketing
1 2 3
Transparency Authenticity Avoiding Misleading
Advertising
Influencers should Influencers should only
disclose their promote products or Influencers should avoid
relationships with brands services that align with making false or
and products they their personal values and exaggerated claims
promote to maintain beliefs to maintain about products or
transparency and build authenticity and services they promote to
trust with their audience. credibility with their avoid misleading their
audience. audience and maintain
ethical standards.
 Research shows that social
media influencers greatly
influence purchasing decisions.

According to a Rakuten
Marketing survey, 65% of
consumers aged 18 to 24 trust
influencers more than traditional
advertising.
 Conclusion
Social media influencers play a big role in changing how consumers behave and
make choices in the world of shopping.

Their ability to connect, engage and influence large audiences is unparalleled. By

building trust, offering valuable information, and shaping trends, these influencers
have become indispensable guides for consumers seeking advice and
recommendations.