Abstract
The study entails how social media usage and parasocial relationships with social media influencers impact the audience’s purchases as a consumer. The survey covers a wide range of questions discussing the different social media platforms, how often they engage on them, and how often they click and engage with advertisements and influencers. It also covered questions that collected the participants' demographics to better understand which groups are more likely to be influenced by advertisements and influencers. We have found that younger audiences are more likely to have their consumer purchases influenced by social media advertisements and influencers than older audiences. The results of the survey are discussed below.
Recommended Citation
Kutz, Kennedi O.; Espinal, Kiara; Flynn, Erin; and Cheney, Julia
(2024)
"Social Media Influencers' Impact on Consumer Purchasing Decisions,"
Proceedings of the New York State Communication Association: Vol. 2023, Article 4.
Available at:
https://docs.rwu.edu/nyscaproceedings/vol2023/iss1/4
Included in
Other Film and Media Studies Commons, Public Relations and Advertising Commons, Social Influence and Political Communication Commons, Social Media Commons