The impact of influencers on young people’s buying decisions

Abstract

Influencer marketing is growing at a fast rate and more companies are collaborating with influencers to promote their products and services.

The purpose of this thesis is to investigate the conception of influencer and influencer marketing, as well as get a better understanding of how influencer marketing is affecting young people’s buying decisions. The literature review part discusses the concept and impacts of influencers, the composition of influencer marketing and the characteristics of young people. A sample size of 135 participants completed a quantitative survey regarding their attitudes towards influencers and their online buying behaviors.

The results of the research show that young people do get a huge impact from influencers. Most respondents have followed their recommendations. People follow influencers mainly because it’s a source of entertainment or information. The study has also given us a better understanding of the behaviors of young people.