The Role of Influencers in Shaping the Economic Decisions of Consumers Using the Logistic Regression Approach—Does the Generation Factor Matter?

Jeanne Laure J. Mawad () and Sibelle S. Freiha
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Jeanne Laure J. Mawad: Finance Department, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon
Sibelle S. Freiha: Finance Department, Holy Spirit University of Kaslik, Jounieh P.O. Box 446, Lebanon

Sustainability, 2024, vol. 16, issue 21, 1-18

Abstract: This article explores the role of social media marketing in shaping economic decisions among consumers. This study aims to examine the characteristics influencing consumer intentions, with a strong emphasis on the role of influencers. In order to conduct this study, a logistic regression was employed. The sample reveals that individuals who view influencers as credible sources of information and experience, those who exhibit homophily with influencers, those who perceive the influencers’ content as high-quality, and those who develop strong parasocial relationships with influencers show higher consumption intentions. In contrast, older individuals tend to have lower consumption intentions. These consumption intention characteristics vary across genders and generations. The study concludes with recommendations targeting all relevant stakeholders, influencers, businesses, policy makers, and consumers.

Keywords: social media; influencers; economic decisions; consumption; sustainable behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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