Comparative analysis of the impact of family and social media influencers on the purchase decision

Abstract

The intensification of the digitization process has significantly transformed media habits and consumer behavior. Current statistical data indicate a growing prevalence of internet users, social platforms, and mobile devices within the global population. This has created a new digital reality that coexists with traditional aspects of people's lives. In this context, influencers are gaining increasing power as opinion leaders in the digital environment, alongside the influence of family, friends, and colleagues. Accordingly, this paper sought to compare the impact of family and influencers on purchasing decisions. Additionally, it examined the differences in the influence of family and influencers on the decision to buy various categories of products/ services. In this regard, a paired samples t-test was conducted. Based on research that included 340 respondents, it was concluded that generally, family has a more significant influence on the purchase decision than influencers. The analysis of various product and service categories revealed that family members have a more substantial influence on purchasing decisions related to clothing, footwear, technical devices, tourist services and food products. Conversely, influencers have a greater impact on purchasing decisions related to cosmetic products. The study's findings offer valuable insights for managers in developing effective marketing strategies.