The Impact of Social Media Influencers’ Marketing Promotion on the Purchase Intention of Young Consumers

Yueci Fu

2025

Abstract

In today's rapidly developing online world, the impact of social media influencers (SMIs) on the purchase intention of young consumers has been widely discussed. However, there are still some deficiencies in the related research on how the nature of SMIs affects consumers' purchase intention. By collecting relevant sample data of young consumers and conducting correlation analysis, this paper concludes that SMIs' commodity marketing promotion in the four properties of trust, expertise, entertainment value, and Homophily has a positive effect on young consumers' purchase intention to a certain extent. Based on this, this paper suggests that SMIs should focus on improving their trust to increase the expectations of customers; Strengthen their professional knowledge, and focus on the areas they are good at to improve their competitiveness; pay more attention to the interest and creativity of content creation, and attempt to maintain a high degree of similarity with its target audience in terms of interests, hobbies, lifestyles, etc. to make consumers feel close, to attract more users to believe in their recommendations.

Paper Citation

in Harvard Style

Fu Y. (2025). The Impact of Social Media Influencers’ Marketing Promotion on the Purchase Intention of Young Consumers. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 710-714. DOI: 10.5220/0014202900004942

in Bibtex Style

@conference{apmm25,
author={Yueci Fu},
title={The Impact of Social Media Influencers’ Marketing Promotion on the Purchase Intention of Young Consumers},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={710-714},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014202900004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Impact of Social Media Influencers’ Marketing Promotion on the Purchase Intention of Young Consumers
SN - 978-989-758-791-7
AU - Fu Y.
PY - 2025
SP - 710
EP - 714
DO - 10.5220/0014202900004942
PB - SciTePress