EFFECT OF SOCIAL MEDIA INFLUENCERS ON CONSUMERS PURCHASE BEHAVIOR IN THE DIGITAL ERA

Social media (SM) has changed how consumers seek and receive information, compare products, and make purchases (Kaplan & Haenlein, 2010; Appel et al., 2020). Social media influencers (SMIs) have turn into key opinion leaders (KOLs) in the modern marketing process (Freberg et al., 2011; De Veirman et al., 2017). Their views, statements, and activities have a considerable impact on consumer sentiment and behavior (Lou & Yuan, 2019; Sokolova & Kefi, 2020). Therefore, the current research aims to inspect the influences of (SMIs) social media influencers on the purchase process. The study will consider seven variables: trustworthiness, credibility, attractiveness, engagement, content quality, social media platform, and promotional frequency. Purchase behavior will be evaluated using six variables: purchase intention, buying decision, brand preference, impulsive buying, repeat purchasing, and customer loyalty. The data will be collected from (SM) social media users through a survey. The survey will include multiple-choice questions and statements using a five-point Likert scale. The collected data will be analyzed by statistical tests to reveal connections between influencers attributes and purchase behaviors.