Studies in Systems, Decision and Control 555

Allam Hamdan
Udo Braendle Editors

Harnessing
AI, Machine
Learning, and IoT
for Intelligent
Business
Volume 1
Studies in Systems, Decision and Control

Volume 555

Series Editor
Janusz Kacprzyk , Systems Research Institute, Polish Academy of Sciences,
Warsaw, Poland

Editorial Board
Dmitry A. Novikov, Institute of Control Sciences (Director), Russian Academy of
Sciences, Moscow, Russia
Peng Shi, School of Electrical and Mechanical Engineering, University of
Adelaide, Adelaide, SA, Australia
Jinde Cao, School of Mathematics, Southeast University, Nanijing, China
Marios Polycarpou, KIOS Research Center, University of Cyprus, Nicosia, Cyprus
Witold Pedrycz, Faculty of Engineering, University of Alberta, Alberta, Canada
Allam Hamdan · Udo Braendle
Editors

Harnessing AI, Machine

Learning, and IoT
for Intelligent Business
Volume 1
Editors
Allam Hamdan Udo Braendle
College of Business and Finance University Management Research
Ahlia University and Innovation
Manama, Bahrain IMC University of Applied Sciences Krems
Krems, Austria
School of Business
The University of Jordan
Amman, Jordan

ISSN 2198-4182 ISSN 2198-4190 (electronic)

Studies in Systems, Decision and Control
ISBN 978-3-031-67889-9 ISBN 978-3-031-67890-5 (eBook)
https://doi.org/10.1007/978-3-031-67890-5

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x Contents

Technological Innovation, Gender and Society

Impact of Learning and Development on Talent Retention
in the Digital Era (A Study with Reference to Private Sector
Banks) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 303
N. Meenakshi, M. Shashi Kumar, B. Eshwari, J. Jayashankar,
and J. Chandrakhanthan
Exploring the Development of Diversity Initiatives:
Workplace Diversity, Leadership, and Enterprise Performance
Management Within the Manufacturing Sector . . . . . . . . . . . . . . . . . . . . . 313
R. Mohan Kumar, P. Radha, Geethu Anna Mathew,
Roshen Therese Sebastian, M. Sugin Raj, and R. Naveen Kumar
Unravelling the Nexus Between Personal Financial Planning
Behavior and Financial Wellness Among Legal Practitioners:
A Multi-dimensional Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 327
C. Umesh, Diana Erudiyanathan, J. Robert Edwin Chester,
R. B. Jovin, S. C. Rukmini, and R. Mohan Kumar
Financial Vulnerability in Households: Dissecting the Roots
of Financial Instability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 339
Diya Susan Biju and Veerta Tantia
Navigating Change: The Influence of Blockchain on Financial
Ecosystems in the Age of Decentralized Finance . . . . . . . . . . . . . . . . . . . . . 351
E. Shyamaladevi, A. S. Karthikeyan, S. Suganthi, and T. K. Murugesan
Electric Vehicles in India—Growth and Future Prospects . . . . . . . . . . . . 363
Joseph George, Ajith P. Mathews, N. Aiswarya Babu, Bijin Philip,
N. M. Vipulkumar, and M. Jeeva
Women and Work: An Economic Investigation on Women Fish
Vendors in Coastal Areas of Chennai District, India . . . . . . . . . . . . . . . . . 373
Hephzibah Vani, P. Kumarasamy, Mudunuru Vijay Chand,
R. Kasthuri, and K. Sivasubramanian
From Oil to Sustainability: Bahrain’s Transformation Through
CSR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383
Ali Ateeq
A New Trend of Investment Decision Making: Behavioral
Finance and COVID 19 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 391
Raji Pillai, D. S. Mallika, J. Manoj Kumar, G. M. Rajeshwari,
G. Sridhara, and Madhu Druva Kumar
Gender Differences Among Dating App Users . . . . . . . . . . . . . . . . . . . . . . . 403
Disha Kamlesh Patel and Sruthi Sivaraman
Contents xi

Analyzing the Impact of Inflation on the Stock Market

Performance: A Comparative Study of Nifty 50 and Sensex . . . . . . . . . . . 413
Salma Begum, M. Ghanavi, and Abhishek Anant Bhat
Unlocking Indonesia’s Islamic Digital ZIS (Zakah, Infaq,
Sadaqah) Potential: Bridging the Gap Between Technology
Readiness and ZIS Revenue with Insights from Millennial
Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 429
Abdillah Arif Nasution, Risanty, Sambas A. Kesuma,
Juwita Agustrisna, and Kewalin Angkananon
Challenges in Integrating Agritourism with Sustainable
Farming Practices: How Do the Willingness, Attitudes,
and Entrepreneurial Competencies of Rural Youth Influence
This Integration? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 439
Onan Marakali Siregar, Bengkel Ginting, Mohd Fuad Mat Jali,
and Muhammad Dharma Tuah Putra Nasution
The Impact of Social Media Influencers on Consumer
Purchasing Behavior in Social Commerce Platforms . . . . . . . . . . . . . . . . . 451
R. Naveen Kumar, M. Janani, V. Ramadevi, M. Meenakshi Saratha,
G. Sethuraman, and T. Muthu Kumar
Exploring the Impact of Security, Confidentiality, and Related
Factors on M-Banking Adoption in India: A Machine Learning
Perspective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 467
M. Jahnavi, Purushottam Bung, N. Nagasubba Reddy,
and T. K. Murugesan
The Impact of AI-Driven Personalization on Consumer
Behavior and Brand Engagement in Online Marketing . . . . . . . . . . . . . . . 485
L. Sherly Steffi, B. Subha, Annu Kuriakose, Jagdeep Singh,
B. Arunkumar, and V. Rajalakshmi
Unraveling the Impact of Green HR Practices in the Tobacco
Industry for a Sustainable Future Change . . . . . . . . . . . . . . . . . . . . . . . . . . 493
C. Shilpa Rao, M. R. Eshan, Jaspreet Kaur, Biju M. Mathew,
Ruth Magdalene, and Rakhi Mohan
“Impact of Financial Literacy, Financial Well-Being
and Financial Experience on Online Stock Trading Investment
Behaviour”—An Empirical Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 503
K. U. Jayalakshmi, H. L. Chidananda, K. Harshitha, B. G. Shobha,
M. Manisha, and Rizwana Khanum
Unveiling Cryptocurrency Awareness Among Bengaluru’s
Banking Professionals: A Comprehensive Study . . . . . . . . . . . . . . . . . . . . . 513
P. Divya, E. Eswara Reddy, and B. G. Shobha
The Impact of Social Media Influencers
on Consumer Purchasing Behavior
in Social Commerce Platforms

R. Naveen Kumar , M. Janani , V. Ramadevi ,

M. Meenakshi Saratha , G. Sethuraman , and T. Muthu Kumar

Abstract This study explores into the intricate relationship between social media
influencers and consumer purchasing behavior within the growing landscape of social
commerce platforms in India. Amidst the rise of social commerce, the research
aims to elucidate the specific impact of influencer attributes, including niche exper-
tise, authenticity, credibility, trust, and perceived value, on consumers’ impulsive
buying behavior. The study employs a robust research design, utilizing a sample of
respondents from Bangalore City through snowball sampling. Data is collected via
a questionnaire featuring Likert scale statements, and subsequent analyses reveal
noteworthy insights. A sample of 454 participants was collected through a ques-
tionnaire and filtered to obtain a refined dataset of 429 responses. The majority
spend between Rs. 10,001 and Rs. 25,000 on social commerce platforms monthly.
Factor loadings and correlation coefficients suggest robust relationships between
indicators and constructs. The study supports all five hypotheses, indicating niche

R. Naveen Kumar (B)

School of Management, Kristu Jayanti College (Autonomous), Bengaluru, Karnataka 560077,
India
e-mail: [email protected]
M. Janani
Department of Professional Accounting and Finance, Kristu Jayanti College (Autonomous),
Bengaluru, Karnataka 560077, India
V. Ramadevi
School of Management, Sri Krishna College of Engineering and Technology, Coimbatore,
Tamilnadu 641008, India
M. Meenakshi Saratha
Department of Commerce, Suguna College of Arts & Science, Coimbatore, Tamilnadu 641008,
India
G. Sethuraman
Department of Commerce (Information Technology), Dr. N.G.P. Arts and Science College,
Coimbatore, Tamilnadu 641048, India
e-mail: [email protected]
T. Muthu Kumar
Xavier Institute of Management & Entrepreneurship, Bengaluru, Karnataka 560100, India

© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025 451
A. Hamdan and U. Braendle (eds.), Harnessing AI, Machine Learning, and IoT for
Intelligent Business, Studies in Systems, Decision and Control 555,
https://doi.org/10.1007/978-3-031-67890-5_41
452 R. Naveen Kumar et al.

expertise, authenticity, credibility, trust, and perceived value as significant factors

influencing impulsive buying behavior. This research contributes valuable knowl-
edge to the evolving field of influencer marketing and consumer behavior, offering
practical implications for stakeholders seeking to optimize their strategies in the
realm of social commerce platforms.

Keywords Social media influencers · Consumer purchasing behavior · Social

commerce platforms · Influencer attributes · Impulsive buying behavior

1 Introduction

As individuals increasingly turn to social media for product recommendations

and reviews, influencers have become powerful intermediaries shaping percep-
tions and preferences. Understanding the nuances of how social media influencers
sway consumer choices in the context of social commerce is essential for busi-
nesses looking to navigate this evolving terrain and leverage influencer partnerships
effectively. Social media influencers significantly influence consumer purchasing
behavior, influencing product perceptions and decisions, making understanding
their influence crucial for businesses to boost brand visibility and drive sales. The
COVID-19 pandemic has boosted s-commerce in India, with influencers using live
broadcasting to promote products, boosting trust and purchase intentions among
Indian consumers [1]. The influence of digital influencers on consumer engage-
ment and purchase behavior in online social commerce communities, examining
their social power, content participation, and creation behaviors (Wang et al. [40]).
Parasocial interaction, perceived herd behavior, and peer communication as the
strongest determinants of purchase intention in SC, with gender and occupation being
significant moderating factors [19]. The influence of social commerce constructs,
trust, perceived risk, online behavioral advertising, and trust on purchase inten-
tion in Lebanon, finding that trust enhances trust and decreases perceived risks
[2]. Impulsive purchase behavior in social commerce, revealing that peer exper-
tise, trustworthiness, and social support significantly influence consumer behavior,
providing practical implications [21]. Consumer’s psychological disposition, inten-
tion to purchase, and behavioral consumption are significantly influenced by their
perceptions of advertising (Kala Kamdjoug [22]). The impact of social media adver-
tising on consumer buying behavior, highlighting its significant role in the digital
transformation of marketing due to mass internet adoption (Gaurav and Ray [14]).
Social media platforms like Instagram, Facebook, and Twitter significantly influ-
ence consumers’ online shopping decisions in providing useful information about
product utility and features (Goel and Diwan [17]). The personality and content char-
acteristics of social media influencers (SMIs) to understand their effectiveness in
marketing campaigns and provide management implications [7]. Perceived SMMAs
The Impact of Social Media Influencers on Consumer Purchasing … 453

of e-commerce, including interactivity, informativeness, word-of-mouth, personal-

ization, and trendiness, significantly influence customer equity and loyalty (Yadav
and Rahman [44]).

2 Review of Literature

[25] impact of social media influencers on brand awareness, brand image, and trust in
their sponsored content was focused, and the influencers were in two groups intrinsic
and extrinsic, and it was indicated that the social media influencers perceived intrinsic
characteristics positively impact the level of brand awareness, and perceived extrinsic
traits positively affect brand image, and trust in sponsored content. [32] Social support
theories and word of mouth to predict how social commerce building blocks, such
as forums, communities, ratings, and reviews, help businesses introduce innovative
strategies in digital markets, focusing on trust. [33] the influence of social media influ-
encers on consumer engagement, analyzing factors such as antecedents, decision, and
outcome. It proposes an integrated framework for testing marketing efforts and devel-
oping effective influencer strategies. Neelankandan and Venkatesan [28] the impact
of Instagram on consumer buying behavior and the credibility of Instagram celebri-
ties, focusing on the influence of brands and influencers in various industries. [43]
online consumer reviews, social media advertisements, and influencer endorsements
on online purchase intention of fashion apparel during the pandemic. Results from
a sample of 163 customers show a positive correlation between these variables. The
study highlights the importance of social media marketing for companies to survive in
the twenty-first century of online consumption and consumer-oriented social media.
Ramadan and Farah [35] explores the influencer’s impact on social shopping, high-
lighting the shift towards co-creation and co-selling in companies, involving 15
experts and suggesting strategies for brands and retailers. Mishra and Ashfaq [26]
examines the influencer marketing’s impact on consumer behavior and purchasing
decisions, focusing on message value, influencer characteristics, and content accu-
racy (Othman et al. 2019). Social commerce offers businesses new opportunities,
with factors influencing consumer intention to purchase including shopping enjoy-
ment, perceived usefulness, trust, security, quality, value, ease of use, and transaction
convenience. Gayathri and Poongodi [16]. The COVID-19 pandemic has height-
ened environmental concerns and increased organic food consumption, necessitating
retailers to understand consumer behavior and adapt strategies. Social media usage
and satisfaction influence trust, purchase intentions, and word-of-mouth intentions
in India. Gautam and Jaitly [15] social media influencers significantly influence
customer perception and attitude, providing new competitive strength for companies
using this platform to spread product information and gain followers.
454 R. Naveen Kumar et al.

3 Theoretical Background and Hypothesis

Social Media Influencers

Social Media influencers is an individual influencing other with their posts by sharing
knowledge in the social media platforms. They attained such familiarity with their
knowledge in a particular area. They develop huge community to follow them in
the social media by sharing their expertise, and attract the audience by posting the
products in the social media [13]. They use social media platforms to promote a
product and service, as they are found to be impressive than the usual traditional
advertisements, this paves a way for them to represent particular brand and advertise
their product in the social media [29]. The influencers with strong fan base find it
easy in sharing the products to them and convince them to purchase the particular
brand or product. Sometimes the social media influencers will help in setting trends
in the online platform. The market value of the social media influencers continues to
increase as they continue to share an expertise knowledge [25].
Niche Expertise
The social media influencers showcasing expertise in an area is found to be more
credible and popularised in social media [3], as the strong knowledge in a particular
area makes an individual to be more influential and allow them to be expert in that field
[6], and this expert knowledge also act as an instrument in motivating the followers
to make purchase of specific product [38]. Thus, the fan base follows an individual
depending on the content they share, the way the content is presented and the skill
and knowledge of the them in the sharing the content. The fans also make purchase
and buy impulsively based on the recommendations of the social media influencers,
as they are found to be the expert in that field.
H 1a : The niche expertise of the social media influencers positively impacts the
impulsive buying behavior.

Authenticity
Authenticity is the way to show the true and fair picture of themselves to the followers
or fans [23], in the early days, celebrities are found to the hero in the movie, being star
in a sport, and musician, but now the trend of celebrities moved to the social media
influencers who are found to the celebrity in the online media platforms, YouTube
and bloggers [27]. They have a huge fan base, and these followers are following
them, as they find the content shared by them is true and authentic, and they also
create authenticity in the information shared by them [24]. It is also found that the
information shared by the social media influencers are found to be more credible and
authentic, and these social media influencers are in lifestyle, food, entertainment,
finance and more [34], they also maintain their presence in different social media
platforms and share their content in different forum. The fan base tends to follow
the lifestyle and fashion that are shared by the social media influencers, this is how
The Impact of Social Media Influencers on Consumer Purchasing … 455

the followers tend to buy impulsively, based on the posts shared by the social media
influencers are authentic and impressive [12] and the hypothesis that
H 1b : Authenticity of posts by the social media influencers is positively influencing
the impulsive buying behavior.

Credibility
Credibility is shows that the information shared by the influencers are informative
and qualitative and the followers are accepting the content [30]. As the information
shared by the influencer to be of expertise, and hence this allows the followers to
accept the ideas that are shared [39]. The expertise refers to the knowledge and
competency of the influencer, and the content shared by the influencers has been the
valid information [10].
H 1c : Credibility of Content shared by the social media influencers is positively
influencing impulsive buying behavior.

Trust
Trust is the belief that the followers have on the posts of social media influencers [4],
as the trust is the factor that creates the belief system in the minds of the consumers
[40], users trust is that the follower’s belief on the social media influencers, it is state of
mind where the followers readily accept the product from the social media marketing
[37]. Trust is the underlying factor that creates and builds a relationship with the
individual. As the individual having fan base, sharing the products and services that
they use impact the followers and it creates an impulsive buying behavior [8].
H 1d : Trust on the social media influencers post is positively influencing the impulse
buying behavior.

Perceived Value
Perception of the consumer is always important as the way in which the individual
is perceive the product, plays a major role in the purchase of a product [45]. The
perception is the usefulness of a product and the benefit received out of the product
[9], as the perceived value is the maximum benefit that an individual could receive
out of using the social media or the social media influencers [31]. The perceived
value on the social media influencers are also essential in satisfying the followers.
H 1e : Perceived value of the social media influencers post has a positive impact
on the impulse buying behavior.

Impulsive buying behavior

Impulsive buying is the unplanned purchase behavior, as this becomes unavoidable
situation of purchase [11], there could be many factors that is motivating the buyer
to buy the products impulsively, and this is found to be more in the social commerce
456 R. Naveen Kumar et al.

H1a: Niche Expertise. H1

H1b: Authenticity Impulsive
H1c: Credibility buying
H1d: Trust behavior
H1e: Perceived Value

Fig. 1 Author’s own construct from the literature review, 2024

platforms [12]. Situational factors, marketing factors, personal conditions, environ-

mental factors all could influence the impulse buying behavior of the consumer
[42, 46].

4 Conceptual Model

See Fig. 1.

5 Problem Statement

The statement emphasizes the need for deeper understanding of social media influ-
encers’ impact on consumer purchasing behavior in social commerce platforms. It
highlights strategies like live broadcasting, trust, perceived risk, and online behav-
ioral advertising, as well as the role of psychological disposition and advertising
perceptions. It also acknowledges the platform-specific influence of social media.

6 Research Gap

The existing body of literature concerning the influence of influencers on consumer

behavior is limited, prompting the need for additional context-specific studies. It is
essential to explore into influencer characteristics, content types, engagement strate-
gies, platform nuances, consumer skepticism, the long-term impact on brand loyalty,
and ethical considerations for a more comprehensive understanding.
The Impact of Social Media Influencers on Consumer Purchasing … 457

7 Objective of the Study

The study investigates the influencer’s influence on consumer purchasing behavior

on social commerce platforms, offering insights to improve brand visibility, build
trust, and boost sales.

8 Research Question

Does the social media influencers have any impact on the impulse buying behavior, as
the social media influencers aspects are measured with the Niche Expertise, Authen-
ticity, Credibility, Trust and Perceived Value of the Content shares by the social media
influencers impacting the impulse buying behavior?

9 Methodology

The research was centered on investigating the impact of social media influencers on
impulsive buying behavior among consumers, specifically focusing on individuals
in Bangalore City. The study employed snowball sampling to gather a sample of 454
participants, utilizing a chain-referral method where consumers engaged in impulsive
buying on social commerce platforms introduced others with similar behaviors. Data
was collected through a questionnaire featuring Likert scale statements to measure
various constructs related to impulsive buying. After the collection phase, the dataset
was filtered, and any missing data were excluded, resulting in a final dataset of 429
responses. Subsequent analyses were conducted using this refined dataset. From
September 2023 to January 2024, was the period of study.

10 Data Analysis

Data analysis in this study was conducted with the following sections such as Descrip-
tive statistics, Indicators Loading, Skewness and Kurtosis, Validity and Reliability,
Discriminant Validity—HTMT Ratio and PLS-SEM using AMOS to analyze the
impact of Social Media Influencers on Consumer Purchasing Behavior in Social
Commerce Platforms. The data from Table 1 indicates that the majority spend
between Rs. 10,001 and Rs. 25,000 on social commerce platforms monthly. These
demographic variables provide insights into impulsive buying behavior on social
commerce platforms. Table 2 shows that the factor loadings suggest a robust rela-
tionship between the indicators and their respective constructs, and the Skewness
and kurtosis values provide information about the distributional characteristics of
458 R. Naveen Kumar et al.

the data, which is essential for understanding the statistical properties of the vari-
ables in the study. Table 3 Overall, the correlation coefficients indicate relationships
between different constructs. The high AVE values suggest that each construct is
well-measured by its indicators, supporting convergent validity. Additionally, the low
VIF values suggest that multicollinearity is not a significant concern in the model.
These findings collectively contribute to the validity and reliability of the measure-
ment model in the study. Table 4 shows that all five hypotheses (H1a to H1e) are
supported by the statistical analysis, indicating that Niche Expertise, Authenticity,
Credibility, Trust, and Perceived Value are significant factors influencing Impulse
Buying Behavior.
The sample includes individuals aged 25–65, with a majority living in urban
areas and working in private sector industries. They earn between 30,000 and 60,000
dollars per month and spend less than 10,000 on social commerce platforms.
The data for analysis is normally distributed, as indicated by Skewness and
Kurtosis values, with no outliers and factor loadings exceeding 0.5, allowing for
the same analysis with the same indicators.
The constructs’ reliability is assessed using Cronbach’s alpha and Composite
Reliability. The data is highly reliable, with Cronbach’s alpha values above 0.50 for

Table 1 Descriptive analysis

Demographic Variables No. of respondents Percentage
Age Less than 25 years 115 26.806
26–45 years 160 37.296
46–65 years 97 22.610
More than 65 years 57 13.286
Residential status Urban 253 58.974
Rural 129 30.069
Semi-urban 47 10.955
Employment Government employee 91 21.212
Private employee 287 66.899
Business 51 11.888
Monthly income Less than Rs. 30,000 56 13.053
Rs. 30,001–60,000 259 60.372
More than Rs. 60,000 114 26.573
Time spent in social media (in a Less than 2 h 48 11.188
day) 2–4 h 188 43.822
More than 4 h 193 44.988
Money spent in social Less than Rs. 10,000 82 19.114
commerce platform in a month Rs. 10,001–25,000 149 34.731
Rs. 25,001–35,000 198 46.153
Source Primary Data, 2023
The Impact of Social Media Influencers on Consumer Purchasing … 459

Table 2 Indicators loading, skewness and kurtosis

Indicators Factor loading Skewness Kurtosis
Niche expertise NE3 0.592 0.932 0.856
NE2 0.849 0.687 0.772
NE1 0.950 0.773 0.781
Authenticity AUT4 0.761 0.795 0.856
AUT3 0.650 0.735 0.885
AUT2 0.817 0.831 0.951
AUT1 0.787 0.791 0.778
Credibility CEL5 0.635 0.919 0.62
CEL4 0.783 0.664 0.778
CEL3 0.791 0.78 0.734
Trust TRS4 0.811 0.931 0.862
TRS3 0.830 0.692 0.786
TRS2 0.739 0.513 0.856
TRS1 0.746 0.68 0.881
Perceived value PV3 0.705 0.87 0.643
PV2 0.652 0.93 0.778
PV1 0.781 0.935 0.77
Impulse buying behavior IBB1 0.854 0.813 0.823
IBB2 0.745 0.835 0.668
IBB3 0.633 0.62 0.48
IBB4 0.753 0.813 0.882
Source Primary Data, 2023

Table 3 Validity and reliability, discriminant validity—HTMT ratio

IBB PV TRS CEL AUT NI CA CR AVE VIF
IBB 0.871 0.817 0.639 1.257
PV 0.613 0.856 0.821 0.783 1.174
TRS 0.459 0.674 0.916 0.827 0.857 1.361
CEL 0.597 0.569 0.683 0.927 0.835 0.846 1.120
AUT 0.678 0.634 0.567 0.482 0.823 0.816 0.758 1.678
NI 0.542 0.589 0.679 0.714 0.569 0.882 0.854 0.762 1.016
Source Primary Data, 2023
IBB Impulse buying behavior, PV Perceived value, TRS Trust, CEL Credibility, AUT Authenticity,
NI Niche expertise
460 R. Naveen Kumar et al.

Table 4 Hypothesis results

Hypothesis P value
H1a niche expertise → impulse buying behavior 0.000 Significant
H1b authenticity → impulse buying behavior 0.000 Significant
H1c credibility → impulse buying behavior 0.000 Significant
H1d trust → impulse buying behavior 0.000 Significant
H1e perceived value → impulse buying behavior 0.000 Significant
Source Primary Data, 2023

impulse buying behavior, perceived value, trust, credibility, authenticity, and niche
expertise. Convergent validity is also high, with values above 0.50 for all constructs.
Discriminant validity is established, and no multi-collinearity issues are found.
SEM Model
The study used SEM analysis to evaluate the impact of social media influencers on
customers’ impulse buying behavior on social commerce platforms. The model’s fit
is evaluated using indices such as CMIN/df, TLI, IFI, GFI, RMSEA, and RMR, with
results indicating good fit (Fig. 2).
The study found that niche expertise, authenticity, credibility, trust, and perceived
value significantly influence consumer impulsive buying behavior. These factors
explain 54.7% of the variance in impulsive buying behavior, with a squared correla-
tion value of 0.547. These findings support the hypothesis H1a, H1b, H1c, H1d, and
H1e.

11 Discussion

This study explores the relationship between social media influencers and consumer
purchasing behavior, focusing on India’s social commerce landscape. It emphasizes
the need for a deeper understanding of influencer attributes, consumer engagement
dynamics, trust, and psychological factors influencing modern consumer decisions.
Key influencer characteristics include niche expertise, authenticity, credibility, trust,
and perceived value. The study tests and substantiates these hypotheses, highlighting
the impact of specialized knowledge on impulsive buying behavior. The findings
affirm the relevance of social media influencers in the ever-evolving realm of social
commerce.
The Impact of Social Media Influencers on Consumer Purchasing … 461

Fig. 2 Structural equation model calculated value from Tables 1, 2, and 3 (2024)

12 Conclusion

The study “The Impact of Social Media Influencers on Consumer Purchasing

Behavior in Social Commerce Platforms” explores the relationship between social
media influencers and consumer actions. It is also revealing that niche exper-
tise, authenticity, credibility, trust, and perceived value significantly influence
impulse buying behavior. The data shows a predominant monthly spending range
of Rs. 10,001–25,000 on social commerce platforms among respondents. The
study also highlights the reliability of the measurements and the interrelationships
between different constructs. The study effectively encapsulates the intricate inter-
play between social media influencers and consumer actions, offering invaluable
insights for businesses and marketers as they navigate the ever-evolving and complex
landscape of consumer behavior in India.
462 R. Naveen Kumar et al.

13 Theoretical Implications

The study highlights the significant influence of influencer expertise, authenticity,

credibility, trust, and perceived value on impulsive buying behavior. It supports
consumer behavior theories, psychological theories, social commerce theories,
marketing communication theories, and ethical influencer practices, emphasizing
transparency, honesty, and responsibility. This also adds that the content of the social
media influencers and their value among the social commerce purchasers.

14 Practical Implications

The study on social media influencers’ impact on consumer purchasing behavior

suggests strategic influencer selection based on niche expertise, authenticity, credi-
bility, trust, and perceived value. Content creation strategies should focus on these
traits, while platform-specific strategies should align with user behaviors. Ethical
practices and consumer education initiatives should be promoted. Performance
metrics should include these factors. Long-term relationships with influencers can
enhance brand associations. As the social media influencer turn to be an advertising
agent rather from traditional marketing, they are also expected to deliver the content
or post the usage of certain products with utmost diligence. In this growing digital
media marketing, the role of social media influencers also has a significant impact
on promoting products and images.

15 Scope for Future Research

This study focused on the impact of the social media influencers on the impulsive
buying behavior of the consumers in the city of Bangalore while the study could be
extended to other parts of the country, The future research can be focused on the
psychological factors, and the other factors determining the buying decision of the
behavior and the impulsive buying from social commerce platforms can be focused.

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