MKTG 3002 Introduction

Can Social Media Influencers yield favorable consumer response?
The rapid advancement of technology and digitalization has led to tremendous change in the
field of marketing. Retailers use of social media, in particular, their partnerships with social
media influencers have notably played a significant role in achieving a company’s business goal
(Ki et al. 2020). A social media influencer is a well-known individual who has a lot of followers
on social media platforms- Instagram, Tiktok and Youtube. As such they share a direct
relationship with their audience in which they encourage persons’ interest in products by voicing
their opinions or experiences about a good or service they received.
Similarly, these social media platforms provide individuals with access to direct digital
interactions with their favorite brands and influencers. Consumers are therefore able to
communicate their feedback through likes and comments as a means of expressing their
attitudes, ideas and excitement about a certain product or brand (Lim et al. 2019). This
relationship has therefore created an avenue for new marketing strategies to be used by
businesses to improve brand awareness and product acquisition.
Extensive academic research has indicated that consumers often viewed credible and trustworthy
influencers positively. As a result, consumers are more likely to favor influencers who tend to be
more authentic and honest in their reviews as well as portray similar values and interests since
these attributes help build a rapport amongst these individuals. However, from time to time, there
are influencers who intentionally advertise or review a product solely for financial gain leading
to dissatisfied consumer responses. This can be detrimental not only for the influencer but also,
businesses and their products. The lack of authenticity some influencers have conveys the need
for more research into the post purchase stage that consumers experience and whether they will
continue to trust in these influencers and the products they advertise.

To further our understanding, we investigated UWI students’ responses involving social media
influencers to identify the sources of favorable and unfavorable consumer responses.
Research problem/question
 What are the sources of favorable consumer response because of social media
influencers?
 What are the sources of unfavorable consumer response because of social media
influencers?
 What is the difference in consumer responses with and without the use of social media
influencers?
Research objectives
 To investigate the link between social media influencers and favorable consumer
response
 To investigate the link between social media influencers and unfavorable consumer
response
 To investigate the link between the use of social media influencers and without the use of
social media influencers to yield favorable response.
Furthermore, this research is divided into various sections. The literature review and hypothesis
development section sheds light on the existing literature on social media influencers and
consumer responses. Hypotheses were formulated in this section based on past literature as well
as theory-based expectations about the target population. The methodology section provides
details of the methodology used for data collection. This is followed by the analysis of findings
which discusses the methods used to analyze the data collected as well as the results. In the end,
the discussion and conclusion section are provided to synthesize and summarize this research
work in a nutshell as well as provide any recommendations.
Jean, Lim, Aifa Rozaini, Mohd Radzol, Cheah Hwa, and Mun Wong. “The Impact of Social Media
Influencers on Purchase Intention and the Mediation Effect of Customer Attitude” 7 (January 25,
2019): 19–36.
Ki, Chung-Wha (Chloe), Leslie M. Cuevas, Sze Man Chong, and Heejin Lim. “Influencer Marketing:
Social Media Influencers as Human Brands Attaching to Followers and Yielding Positive
Marketing Results by Fulfilling Needs.” Journal of Retailing and Consumer Services 55 (July 1,
2020): 102133. https://doi.org/10.1016/j.jretconser.2020.102133.

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Can Social Media Influencers yield favorable consumer response?

their opinions or experiences about a good or service they received.

businesses to improve brand awareness and product acquisition.

continue to trust in these influencers and the products they advertise.

influencers to identify the sources of favorable and unfavorable consumer responses.

social media influencers to yield favorable response.

work in a nutshell as well as provide any recommendations.

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