The Effect of Influencer Marketing on Consumer Purchases

1. The Effect of Influencer
Marketing on Consumer
Purchases
GAONOU LO
MSMK 620: MARKETING ANALYTICS
BELLEVUE UNIVERSITY
DR. JULIA CRONIN-GILMORE

2. Hypothesis
Consumers are more likely to buy from an
influencer’s post

3. Objectives
 Determine consumer’s research prior to purchase.
 Determine an influencer’s social reach on a consumer (how many times is a
consumer exposed to an influencer’s advertising content).
 Determine consumer’s activeness on social media and technology.
 Determine the demographics of the average participant.

4. Determine consumer’s research prior to
purchase.
 Blogs are a go-to source for reviews on specific products
 Social Media, Family, and Friends are where consumers go for second opinions

5. Determine an influencer’s social reach on a consumer (how
many times is a consumer exposed to an influencer’s
advertising content).
 Respondents have been convinced by influencers to by at
least one product in April 2019
 At least one product own by each respondent has been
promoted by an influencer leading to the purchase

6. Determine consumer’s activeness on
social media and technology.
 100 percent of respondents have a smart phone,
which leads to a higher chance of social media
activeness and engagement with influencer posts
 Social media is the main communication channel
to talk with friends

7. Determine the demographics of the
average participant.
 A good mix of females and males
 The average respondent is an educated, millennial who
makes $50,000 or less

8. Summary
 Influencers play an important role on whether a consumer makes a purchase
 However, family and friends can sway how consumers feel about a product as well
 Consumers do research before hand to ensure the product they are going to buy
is worth the price
 Even though over half of the respondent were influenced to make a purchase, 21
percent was not influenced
 The hypothesis was proven correct to an extent (with educated Millennials)