Evaluating the effects of social media influencers on consumer behavior in Sweden

Junhyeong Kim *

Pasadena City College, USA.
 
Review
International Journal of Science and Research Archive, 2024, 13(02), 1109–1120.
Article DOI: 10.30574/ijsra.2024.13.2.2211
Publication history: 
Received on 07 October 2024; revised on 17 November 2024; accepted on 19 November 2024
 
Abstract: 
The study investigates the effects of social media influencers on consumer behavior in Sweden. The country is characterized by high internet usage and extensive social media engagement which makes it appropriate for this research. A qualitative study was used to examine how influencers impact consumer decision-making, product discovery, and brand loyalty. Influencers would also put more emphasis on authenticity, trust, and demographic factors. The research applies established theories which include the Theory of Reasoned Action and Social Cognitive Theory. These theories explore the dynamics of influencer-consumer relationships and their effects on purchasing intentions. Key findings reveal that Swedish consumers prioritize authenticity and ethical values in influencer endorsements. Consumers usually favor influencers who are perceived as genuine and responsive to advocating for sustainability. Demographic differences influence consumer receptivity to influencer content, with younger consumers showing more engagement compared to older consumers. The research study shows the need for brands to adapt their influencer marketing strategies to align with Sweden’s ethical and sustainable consumer preferences. Some of the study limitations include sample size and geographic focus, suggesting further research across different cultural settings to deepen understanding of influencers' global impact. The research study provided valuable information for businesses and consumers to effectively capitalize on influencer marketing as a business strategy.
 
Keywords: 
Consumer behavior; Influencer marketing; Brand loyalty; Demographic factors; Ethical marketing; Digital marketing strategies
 
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0