Theoretical Research on the Impact of Social Media Influencer Characteristics on Consumers' Purchase Intention

Abstract

With the development of the Internet, social media influencer marketing is one of the common marketing methods used by businesses. This article mainly analyzes the mechanism by which the personal traits of social media influencers affect consumers' purchase intentions. Based on social cognitive theory, credibility theory and social influence theory, a theoretical model of how social media influencer traits affect consumer purchase intention is proposed. Influencer characteristics include four aspects: professionalism (professional knowledge, industry experience), credibility (honesty, reliability), attractiveness (physical charm, personal charm), and fit (brand/product fit). Through a review of the literature and a summary of theories, it is concluded that influencer professionalism can enhance consumers' trust in product information and thereby promote their purchase intention. Credibility can reduce the perceived risk of consumers, thereby promoting their purchasing behavior. Attractiveness can inspire emotional identification in consumers and influence their attitudes. Matching can increase the relevance and persuasiveness of information, thereby influencing consumers' willingness to purchase. In addition, consumers' personal attributes (such as age, gender, education level) and product types (hedonic vs. practical) can also affect the relationship. The significance of this study lies in sorting out the pathways through which influencer characteristics affect consumers' purchase intentions, providing theoretical support for enterprises to select appropriate influencer marketing plans, and also laying a good foundation for future research.