Document Type
Conference Proceeding
Publication Date
2022
Abstract
Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce construct and develop propositions related to the relationships between the dimensions of social commerce and the social media influencer construct.
Recommended Citation
Okono, Antoinette, "Social Media Influencers: Talk is Not Cheap!" (2022). Association of Marketing Theory and Practice Proceedings 2022. 3.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/3
