SOCIAL COMMERCE: THE ROLE OF SOCIAL MEDIA INFLUENCER MARKETING, PERCEIVED VALUE AND TRUST IN DETERMINING THE PURCHASE INTENTION OF FOLLOWERS

Abstract

Influencer marketing has emerged as a powerful strategy for enhancing brand image, driving sales, and increasing revenue. This study seeks to understand the underlying factors that influence followers’ intentions to purchase products recommended by social media influencers (SMIs), particularly in the beauty products within the realm of social commerce. The research specifically examines the effect of influencer marketing, perceived value, and trust on consumers' purchase intentions. Data were collected from a sample of 300 respondents through an online survey and analyzed using SPSS to evaluate the relationships within the proposed conceptual model. The findings reveal that influencer marketing significantly shapes both the perceived value of products and the trust followers place in SMIs, which in turn positively influence purchase intentions. These insights contribute to the growing body of literature on digital consumer behavior and offer practical implications for marketers aiming to optimize their social commerce strategies.