Determinants of Social Influence in Consumption

An Empirical Study of Digital Influencers

Abstract

This study proposes and empirically tests a model aimed at identifying the perceptual dimensions that characterise digital influencers and examining their impact on social influence in consumption. Sample data were collected via an online questionnaire distributed across various social media platforms and completed by followers of different digital influencers. Factor analysis results identified the following key dimensions: Reputation, Attractiveness, Trendiness, and Similarity. Regression model results demonstrate that Similarity, Reputation, and Trendiness are, in that order, the main determinants of social influence exerted by digital influencers on consumer behaviour. The influencer’s Attractiveness does not have a statistically significant effect on social influence in consumption. Despite the growing interest in and importance of influencers in the digital environment for brands, empirical studies investigating the key factors that explain their social influence on consumption remain limited. Furthermore, the increasing market competition and the explosion of social media have made digital influencers an important persuasion mechanism for the success of brands and companies. This study helps fill this gap by offering a distinct contribution: empirically testing a model of the determinants of digital influencers’ impact on social influence, while suggesting ways to measure their effectiveness in attracting and persuading consumers. Finally, the study provides managerial recommendations and suggestions for future research.