Impact of Social Media Influencers’ Credibility and Its Influence on Consumer Behaviour

Student: ZAINAB Abidemi Kolawole (Project, 2025)
Department of Mass Communication
Federal Polytechnic, offa, Kwara State

Abstract

The study, “Impact of Social Media Influencers’ credibility and Its Influence on Consumer Behavior “The study examine how the perceived credibility of social media influencers affects consumer trust, To understand the impact of influencer credibility on purchase intentions of the consumers. And too explore how the credibility of social media influencers influences consumers' intentions to purchase products or service. Survey method of research was adopted and a total of 375 questionnaires with relevant questions on the topic were sent out to 375 students of Federal Polytechnic Offa, Kwara State in an effort to know their perceptions. This implies that the 375 residents formed the sample size of the study. The study was based on Uses and Gratification Theory, social influence theory and Source Credibility Theory respondents were analyzed and interpreted. The study recommended that Influencers should collaborate with reputable brands and industry experts to strengthen their credibility. The study further recommended that Influencers should focus on building authentic relationships with their followers by sharing personal experiences, opinions, and genuine product recommendations. They should avoid promoting products or services solely for financial gain, as this can erode their credibility.

Keywords
impact social media influencers credibility influence consumer behaviour
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