Impact of social media influencer on consumer purchase intention

Abstract

The objective of this project is to understand the impact of social media influencers on customer purchase intentions in comparison to celebrity endorsements. The null hypothesis for this research is that endorsements by social media influencers do not lead to higher purchase intentions when compared to celebrity advertisements. For the study, an experiment was conducted among two groups with a sample size of n>30 for each. The resultant outcome from analyzing the data of the experiment is that there is no significant difference between social media influencer endorsement or celebrity advertisement on the purchase intention of customers. Therefore, an important takeaway could be that there is not much difference between marketing a product through a social media influencer versus a celebrity. The former might be a more suitable option owing to lower costs.