The Impact of Social Media Influencers on Consumer Buying Decisions Related to Food Products

Social media influencers have significantly reshaped consumer buying behaviour, especially in the food industry. With the widespread use of platforms like Instagram, YouTube, and TikTok, consumers increasingly rely on influencers for product recommendations, reviews, and insights before making food-related purchases. This study explores the impact of social media influencers on consumer decision-making, focusing on key factors such as trust, perceived authenticity, and expertise, which often make influencer endorsements more persuasive than traditional advertising. As modern consumers become more conscious of their food choices prioritizing health, sustainability, and transparency, social media influencers play a crucial role in shaping perceptions and purchase decisions. They provide detailed product information, personal experiences, and even criticisms, making them a trusted source of guidance. Additionally, the rise of “food influencers” is challenging brand narratives, fostering consumer scepticism, and encouraging informed decision-making. This research employs a mixed-methods approach to analyse how influencers influence purchasing behaviour, considering aspects like engagement levels, credibility, and brand alignment. The study aims to provide valuable insights for brands, marketers, and policymakers on optimizing influencer marketing strategies while ensuring transparency and ethical consumer engagement in the evolving digital marketplace.