An Empirical Study on the Influence of Social Media Influencers on Post Pandemic Consumer Behaviour Among UK Youth

Abstract

The emergence of social media influencers (SMIs) has significantly transformed the marketing ecosystem, especially among younger demographics. In the aftermath of the COVID-19 pandemic, this group has displayed greater financial caution alongside evolving buying behaviors, coinciding with intensified social media engagement. This study investigates the influence of SMIs on purchasing decisions among young consumers in the United Kingdom. Anchored in the Theory of Planned Behaviour (TPB), the research examines how attitudes, perceived social pressures, and perceived control influence consumer behavior in the context of influencer marketing. A structured questionnaire targeting individuals aged 15 to 30 was utilized, and factor analysis revealed four primary factors shaping consumer decision-making under SMI influence including attitudes towards the SMI, social pressures, perceived behavioural control and intention to purchase. Findings provide insight for marketers seeking to leverage SMIs in targeting young, post pandemic consumers.