International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Effects of Social Media Influencer Expertise and Follower Count on Teenage Purchase Decision-Making in Influencer Marketing

Author(s) Anaya Bedi, Ramya Warrier, Christy Peter
Country India
Abstract Social media influencers (SMIs) use various strategies to distinguish their marketing content from traditional advertising, grow their digital reach and create authentic relationships with audiences and brands. This study investigates how SMIs’ expertise and follower count shape teenagers’ purchase intention and perceptions of trustworthiness of social media reviews of products in the beauty and health industries. Results indicate that influencer expertise is the strongest determinant of trust, suggesting that teenagers perceive influencers with relevant expertise as more credible sources of information. In contrast, follower count and product category had limited influence, indicating that online popularity alone does not significantly drive purchase behaviour. Frequent social media users (SMUs) tended to express greater trust in influencers overall, implying that regular exposure to online content may heighten susceptibility to bias. Together, these results suggest that teenagers’ purchase decisions are guided by heuristics in System 1 thinking rather than System 2 processing, valuing perceived authority over critical evaluation. The study highlights how influencer marketing leverages cognitive biases in adolescent decision-making, offering implications for media literacy and responsible digital advertising.
Keywords Social media influencer, influencer marketing, purchase decision, teenagers, thinking and decision-making, authority bias, anchoring bias
Field Sociology > Philosophy / Psychology / Religion
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-30
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.59116
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E-ISSN 2582-2160
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