Influencers’ Social Power on Social Risk Minimization and Online Purchases. The Mediating Role of Influencers’ Page Content

Abstract

In the evolving landscape of digital commerce, social media influencers have emerged as pivotal agents in shaping consumer behavior and driving online purchases. This study delves into the mediating role of influencers’ page content in the relationship between influencers’ perceived power to affect consumer behavior and the minimization of social risk associated with online purchasing decisions. Drawing on social influence theory and risk perception models, this research employs quantitative survey data of a convenient sample of 1300 respondents, to explore how influencers’ content strategies can mitigate social risks and enhance consumer trust. Advanced statistical analysis, based on confirmatory factor analysis, path analysis, and bootstrapping analysis (AMOS), produced findings implying that influencers’ page content based on visual product presentations and followers’ comments may mediate the effect of their perceived authority on consumers’ risk perceptions, ultimately fostering greater confidence and facilitating online purchase intentions. This research advances the theoretical understanding of the interplay between influencer social power, content creation, and consumer behavior, providing actionable insights for digital marketers and influencers, seeking to optimize content strategies for improved consumer engagement and commercial outcomes.