Social Media Influencers and Consumers' Buying Behavior

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In many years since the creation of social media, there has been a rapid increase on its usage. During the pandemic, it became very useful and essential especially among young people who uses it for their school purposes or for entertainment. Also, many companies uses it as marketing tool and hire influencer to promote their product.

In marketing, endorsement plays an important role in achieving a company's
good reputation, business goals and company’s success. Therefore, social media influencers have established have established themselves as an effective marketing tool. They can use their platform to promote products or brands.

But first, social media influencers should get their consumer's trust before they effectively persuade them to buy the product they are promoting, or simply affect their buying behavior.

How consumers establish trust with social media influencers in terms of:

  • Relatability

  • Engagement

  • Influencers Characteristics

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Relatability

If the consumers can relate to them, therefore it us clear that they value them as a credible source so it can also influence their purchasing decision. As credibility is an important aspect of trustworthiness.

If they have a good content they can relate to, we sometimes trust them and they became our favorites. So, if ever they make a reviews and recommendation we will buy it right away because they know what we wants.

Image from Unplash

Engagement

Engaging or having two way communication with them can build a good relationship. Sometimes if a particular social media influencer engage more with us; his/her followers we feel that they are someone who can understands them. We are happy because they somewhat concern with us.

Image from Unplash

Influencers' characteristics

If they have the same character with us, we feel like connected. Someone who is agreeable but not anytime because make sure that their values still align to that topic. Sociable and pleasant to be with, even in a live stream, vlogs, and in person. We might buy the product they are endorsing if they get along with their followers well.

Conclusion:

Trust with social media influencers can affect our buying behavior

Most of the consumers are very familiar in social media and its influencers. There is a positive essential to very strong relationship between the social media influencers’ characteristics and their buying behavior. They trust influencers because they can relate to them though their engagement or participation, and by knowing their characteristics.

Thus, if social media influencers posted a product, they were easily trusted them and bought the item. However, they effectively use influencer marketing strategies to assure if the product they bought has good reviews, recommendation, and word of mouth. They not only rely on trusting someone but uses others' opinion and experience in purchasing a product

In regards, companies must give attention on social media influencers as they has the ability to reach large audiences they will be able to convey their brand's message.

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That's all! I hope you enjoy reading it!

Let me know your about this article, just comment down below!

# 26
: Monday
: September 5, 2022
: Re-joyce

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Comments

You write so good I feel like I'm getting refresher training from my college days when you talk about business related items. Anyways..Social Media influencers are a big part of business they have to reach the large market of consumers. When I was a student there wasn't a lot of social media therefore there was maybe a chapter or two through out all the texts books because it was a new future concept,haha.I bet that is not the case no more.

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9 months ago

I hope I can learn from you too regarding marketing stuffs as I am a bit out of idea haha. I think the most popular marketing tool before was the traditional one such as news paper, television, brochures, and others.

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9 months ago

Yes and the door to door salesman, haha use to be everywhere but not so much anymore. But still around for some serves

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9 months ago

You're right. Due to this, a lot of people have turned to social media influencers. Also, if an influencer is good at what he or she does, he or will make sales even than the rest

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9 months ago

Yes! their popularity is their number one advantage to others.

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9 months ago

Maka affect talaga sa buying behavior natin Joyce yung mga influencers lalo na pag naka follow tayo sa kanila.

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9 months ago

Yes tsaka lalo na kapag popular and isang influencer magtitiwala ka sa mga reviews niya kasi madaming followers...

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9 months ago

Oo Joyce totoo yan kaya laki talaga influence satin.

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9 months ago