Influence Of Social Media Influencers on Consumer Purchasing Decisions: Validity Claim

Abstract

This study examines the influence of social media influencers on consumer purchasing decisions among young adults in Ghana. Anchored on the Source Credibility Theory and the Theory of Reasoned Action, the research explores how influencer attributes credibility, authenticity, and expertise shape consumer trust, engagement, and purchase behaviour across major social media platforms. Using a quantitative design, data were collected from 400 active social media users aged 18–35 through structured questionnaires. Analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement and structural relationships. Results reveal that influencer attributes have a significant positive impact on consumer purchase decisions (β = 0.47, p < 0.001). Credibility emerged as the strongest predictor of trust (β = 0.52), while authenticity most strongly influenced engagement (β = 0.41). Expertise also enhanced consumer confidence in influencers’ product recommendations. Moreover, moderation analysis showed that platform type and content format significantly strengthen the influencer–purchase link, particularly on visual and interactive platforms such as TikTok and Instagram, while gender exhibited a modest effect. The model explained 64% of the variance in consumer purchasing behaviour, indicating strong predictive power. The study concludes that social media influencers play a decisive role in shaping young consumers’ purchasing intentions through credibility-driven trust and authentic engagement. It recommends that marketers prioritize influencer authenticity and platform alignment, while policymakers establish transparent advertising standards. The findings enrich academic discourse on digital consumer behaviour and offer actionable insights for ethical and effective influencer marketing strategies in emerging economies.