Peacock Scholarship

The Role of Social Media Influencers in Consumer Behavior

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Social media is used by 302.25 million users in the United States today, with an average of 7.1 social media accounts per person (Ruby, 2023). 90% of our population uses social media every day and therefore are faced with a number of advertisements and sponsorships. Influencers are seen on all social media platforms promoting products and services to their followers and all who are interested. As a way to acknowledge this, it can be said that there is influence on the buying behavior of their followers. In order to understand this behavior, I will be conducting a survey on individual experiences with social media and influencers and purchase decisions after preparing a literature review on the state of social media as well as its usage through several approaches. By reaching a truly random sample, the guidance of influencers will be evaluated upon recognizing how users utilize different social media platforms.

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  • 06/13/2023
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