The Influence of Social Media Personalities on Consumer Buying Behavior: A Study of Marketing Trend

The current study was aimed at looking at the influence of the social media celebrities on buying behaviour and the emergence of influencer marketing as the new marketing trend of the modern era. Based on the result of the data analysis obtained from 60 respondents who use social media, it can be concluded that personalities are influential decision makers in shopping. The results show that social media are relevant in terms of product information, brand awareness and product recommendation, especially within the younger segment, where extensive time is spent on social media content. The study also showed that over half of the respondents are following many influencers on social media and that they are likely to take actions suggested by the influencers content to purchase products and services. Credibility, trustworthiness, expertise, authenticity, and audience engagement all became the essential characteristics of successful influencers. Those who recalled being more trustworthy were content creators with relevant knowledge and who had a clear communication, engaging with their audience. One other important finding was that the findings revealed that high number of the respondents had purchased product as a result of the recommendation from the influencers which meant that the influencers have an influence on the attitudes and perceptions and their purchase behavior. Overall, the findings indicate that businesses can reap significant marketing benefits by collaborating with influencers who are believable, engaging, and adept at conveying their brand message and resonating with their audience. Today, cultivating trust and creating purchase intentions are possible through influencer marketing, which has grown from being a simple promotion to a powerful digital marketing element. Some limitations of the research were the number of participants, geographic scope and the use of self-reports. To be honest, more and more representatives with different demographic and geographic characteristics should be involved in future research to make the outcomes of the research more generalisable. Further research can also look into the impact of various influencers on various channels, product categories and industries. Additional topics of interest for future research include AI influencers, virtual influencers, disclosure by influencers and the implications for consumer loyalty over time. Provided that social media will continue to be used throughout the world and digital technology will keep improving, this form of marketing will stay very relevant in the current marketing landscape – and the study and practice in social media is expected to grow even further.

1.       Buglyó-Nyakas, E. (2025). Influencer marketing and health: A focused review of scientific literature. Cogent Business & Management, 12(1), 1–18. 2.       De Araujo, S. V. I. (2025). Influencer credibility and consumer behavior: The role of self-brand congruity and consumer involvement. Cogent Business & Management, 12(1), 1–20. 3.       George, A. (2025). Impact of social media influencer marketing on customer behavior: A systematic review. Frontiers in Communication, 10, 1–17. 4.       Guled, M. A. (2025). Influencer marketing on brand awareness and purchase decision among Gen Z and Millennials. Journal of Marketing and Social Research, 8(2), 44–61. 5.       Gui, H., Bertaglia, T., Goanta, C., & Spanakis, G. (2025). Computational studies in influencer marketing: A systematic literature review. arXiv Preprint arXiv:2506.14602. 6.       Gupta, P. (2025). Influencer marketing: A comprehensive review and future research agenda. Management and Labour Studies, 50(4), 1–24. 7.       Kaur, K. (2025). The impact of influencer marketing on the consumer behaviour of Generation Z and Millennials. Agora International Journal of Economical Sciences, 19(1), 52–68. 8.       Kim, S., Jiang, J. Y., Han, J., & Wang, W. (2023). InfluencerRank: Discovering effective influencers via graph convolutional attentive recurrent neural networks. arXiv Preprint arXiv:2304.01897. 9.       Kutz, K. O. (2024). Social media influencers’ impact on consumer purchasing behavior. NYSCAP Proceedings, 17(1), 33–48. 10.     Li, Z. (2025). The impact of strategic influencer interaction styles on consumer engagement and purchase intentions. Journal of Retailing and Consumer Services, 82, 104101.