Power of connection: the influence of social media & influencers on consumer purchase intention

Abstract

This thesis explores how social media influencers shape consumer purchase intentions by linking credibility, authenticity, and content value to buying behavior. It explains that influencer marketing has become a key driver of digital commerce because followers perceive creators as trustworthy, relatable, and informative. Using recent academic and market evidence, the study identifies factors such as parasocial relationships, disclosure practices, and creator–brand fit as critical elements influencing trust and persuasion. Quantitative insights and SWOT/PEST analyses show that clear proof, fair pricing, and convenient in-app shopping drive conversion, while weak disclosure, fake engagement, and checkout friction reduce it. Overall, the research concludes that influencer marketing succeeds when credibility and message value align, turning social media feeds into effective decision-making spaces for modern consumers.