The Millennial Consumers’ Perception of Social Media Influencers During the Purchase Decision Process

Abstract

Engaging social media influencers to promote business ideas, products and services by Public Relations Professionals is becoming a common practice in the profession. This is based on the idea that people with significant following on social media can help brands influence consumers during consumer buying decision process. This qualitative study used qualitative literature review method to explore the millennial consumer’s perception of social media influencers at each phase of the consumer buying decision process. Through research, this study proposed a new dynamic conceptual consumer buying decision model to explain the various consumer buying decision processes. It also developed five key propositions. These are; Social Media influencers will trigger need recognition among certain youth-oriented product categories, Social Media Influencers are digital brand information repository, Niche Social Media Influencers must be credible product reviewers not just endorsers, Social Media Influencers provide purchase leads and Consumers pass judgment on the social media influencer.