Social media influencer Impact of Social Media Influencers’ Attributes on Nigerians’ Youth Purchase Intentions: A Review Paper

Abstract

Purpose: The primary goal of this study is  to examine the  literature reviews on influencers on social media and consumers' purchase intentions. Design/ methodology/ approach: As a result, the content of the article was based on an assessment of previously published  literatures’ including articles and  journals that are relevant to the  topic which can be accessed through online database. Findings: The study revealed that the attractiveness and trustworthiness of the social media influencers’ were both beneficial and important indicators of purchase intent, while respect and expertise showed an insignificant impact.

              Research Limitation/impication:This research feasibly focuses on the perspectives of social media users in Nigeria aged between 18 to 34 years old. Practical implications:Marketers and advertisers should pay more attention to influencers' attractiveness and trustworthiness. This review will take an in-depth look at the literature on social media influencers, projecting on the domains that have already been studied along with those that have yet to be explored. Originality/value: The body of information on social media influencers and purchase intention has been expanded by this study. By adding the Nigerian perspective on the function and credibility of social media influencers in influencing customers' intention to acquire the products or services, the adoption of the Source Credibility Model theory would thus highlight the goal of this study. The importance of consumers' perceptions of social media influencers can also be explored in this study, adding to the body of knowledge on this topic.