Publication
The impact of social media influencers on consumer buying behaviour : a comparative study of TikTok and Instagram
| Summary: | This study investigates the impact of social media influencers (SMIs) on consumer buying behavior, focusing on TikTok and Instagram. It applies Uses and Gratifications Theory, Parasocial Interaction Theory, and Source Credibility Theory to examine how user motivations, trust, and platform dynamics shape purchasing outcomes. A quantitative method was used, with a structured survey of 125 active social media users. Results indicate that information-seeking and identity-related motivations are the strongest drivers of consumer engagement, while entertainment plays a secondary role. Trust in influencers significantly predicts purchasing decisions, including impulse buying, whereas perceived authenticity does not. Platform differences were also evident: TikTok users were more prone to impulsive buying, while Instagram users engaged more in product research and long-term brand relationships. These findings highlight the importance of tailoring influencer strategies to specific motivations and platform dynamics. Limitations include a convenience sample predominantly from Poland and the reliance on self-reported data. This research offers new insights into the psychological and contextual factors shaping influencer marketing effectiveness across platforms. |
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| Main Authors: | Biały, Monika Lena |
| Subject: | Consumer behavior Influencer marketing Instagram Parasocial interactions Purchase intentions Social media influencers Source credibility TikTok Trust and authenticity Uses and gratifications theory |
| Year: | 2025 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | embargoed access |
| Associated institution: | Universidade Católica Portuguesa |
| Language: | English |
| Origin: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Summary: | This study investigates the impact of social media influencers (SMIs) on consumer buying behavior, focusing on TikTok and Instagram. It applies Uses and Gratifications Theory, Parasocial Interaction Theory, and Source Credibility Theory to examine how user motivations, trust, and platform dynamics shape purchasing outcomes. A quantitative method was used, with a structured survey of 125 active social media users. Results indicate that information-seeking and identity-related motivations are the strongest drivers of consumer engagement, while entertainment plays a secondary role. Trust in influencers significantly predicts purchasing decisions, including impulse buying, whereas perceived authenticity does not. Platform differences were also evident: TikTok users were more prone to impulsive buying, while Instagram users engaged more in product research and long-term brand relationships. These findings highlight the importance of tailoring influencer strategies to specific motivations and platform dynamics. Limitations include a convenience sample predominantly from Poland and the reliance on self-reported data. This research offers new insights into the psychological and contextual factors shaping influencer marketing effectiveness across platforms. |
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