The Impact of Social Media Influencers on Consumer Buying Behavior: A Case Study of Social Media Users (Facebook, Instagram, TikTok, Twitter)

Abstract

This study investigates the impact of trust in social media influencers on consumer buying behavior, focusing on both pre-purchase and post-purchase phases. Using data collected from 426 Algerian users of platforms such as Facebook, Instagram, TikTok, and Twitter, the research explores four key influencer attributes: expertise, credibility, attractiveness, and content quality. A Confirmatory Factor Analysis (CFA) followed by Structural Equation Modeling (SEM) confirmed the proposed model's validity and reliability. The results indicate that credibility and expertise are the most significant predictors of pre-purchase engagement, which in turn influences post-purchase outcomes such as brand loyalty, repurchase intention, and consumer advocacy. Attractiveness and content quality were found to have moderate but notable effects. This study contributes to the literature by demonstrating that influencer trust is a multidimensional construct with distinct temporal effects on consumer behavior. Practical implications include guidance for marketers, influencers, and platform developers to enhance transparency, build credibility, and improve content strategies. The model also offers a foundation for further cross-cultural or platform-specific investigations.