Factors Influencing Consumer Attitudes towards Influencer Advertisements on Social Media and Their Relationship with Purchasing Behavior

Abstract

This study investigates the factors that shape Saudi consumers’ attitudes toward influencer advertisements on social media and the relationship between these attitudes and purchasing behavior. Through a survey conducted with 400 respondents, the findings reveal that the majority of participants are experienced and active users of social media platforms. The results indicate a positive relationship between convenience, interaction, and influencer credibility, all of which significantly affect consumer attitudes. Furthermore, a positive correlation was identified between attitudes toward influencers and the products they endorse. However, the study finds that attitudes toward either influencers or products do not have a significant impact on purchasing behavior. Instead, demographic factors such as income, urban residency, and age emerged as substantial influences on purchasing decisions. Overall, while consumer attitudes toward influencers are shaped by various factors, the actual decision to purchase is contingent upon additional variables.