The Impact of Social Media Influencers on Choosing Fast-Moving Consumer Goods Among Generation Z in China.

Abstract

Social media influencers have become indispensable in today’s business. They have an influence on social media platforms and exert persuasive power over their followers. As Generation Z gradually represents a larger proportion of social media users who heavily rely on the digital world and have ever-increasing purchasing power, the business owner put more emphasis on this target group than ever. Especially in the fast-moving consumer goods (FMCG) sector, products or brands need to gain a position in the minds of consumers as soon as possible owing to intenser competition. Business owners turn to social media influencers as the best product endorsers. Therefore, constructing a conceptual framework by integrating Source Credibility Model(SCM) and Celebrity Influence Model(CIM), this study examines the impact of social media influencers on choosing fast-moving consumer goods among Generation Z in China. Study findings indicate that purchase intention is influenced by para-social relationships with social media influences and followers’ identification. They are also influenced by the characteristics of social media influencers. The results of this study are expected to extend the knowledge about social media influencers. In addition, it also helps online retailers to improve their social media marketing.