Neljapäeval, 9. juunil kell 10.15 MS Teams
DARYA LAPITSKAYA (Tartu Ülikool)
On the impact of the social media influencers on buyers’ purchase behaviour and the stock market: a case study
Social media starts playing an important role in the global economy. And, social media influencers, people who have a certain reputation due to their knowledge and/or expertise, start affecting the purchasing behaviour of the social media users. This paper aims to analyse how influencers’ promotion or opinion toward certain products affects buyers’ behaviour and stock prices. In this study, we describe several cases of how influencers’ promotions on social media and celebrities’ opinions towards certain products affected the stock market. To analyse buyers’ behaviour, we survey social media users from 16 to 54 years old. The survey results demonstrate how social media and social media influencers determine the purchasing behaviour and influence spontaneous purchases made because of the influencer’s recommendation. This paper contributes to the literature by providing insights into the buyers’ behaviour and showing the role of social media influencers in the economy.