Social Media Influencers: Exploring User Attitudes and Purchase Behavior

Published: 26 April 2024| Version 1 | DOI: 10.17632/4m9k8xwbmt.1
Galina Ilieva,


An online survey was conducted from January 8 to March 14, 2024, employing a questionnaire created with Google Forms to assess users' attitudes toward digital influencers and the impact of social media advertising on consumer buying behavior. The survey link was distributed via email and social media to partner organizations, resulting in 376 complete responses during the study period. Various classical and modern statistical methods were utilized to visualize and analyze the collected dataset. Participants evaluated their social media experience based on criteria such as convenience, interactivity, attractiveness, expertise, and trustworthiness. However, respondents' opinions suggest that there is no statistically significant effect of social media influencers on customer purchase intention.



Plovdivski universitet Paisij Hilendarski


Consumer Behavior, Machine Learning, Structural Equation Modeling, Data Analysis, Multiple-Criteria Decision Analysis, Technology Adoption, Credibility Theory, Social Media Analytics


Bulgarian National Science Fund, co-founded by the European Regional Development Fund