Reference and Topic Area Methodology Synopsis of Findings Croes, E. and Bartels, J., 2021. Young adults' motivations for following social influencers and their relationship to identification and buying behavior. Computers in Human Behavior, 124 (106910), Kadam, N., Anindita, D. and Rajashri, K., 2021. A study on . Online survey among 415 Dutch individuals between 16-25 years of age to study the motivations that young adults have for following social influencers. · 73% female, 53% high school, 41% college · Participants recruited via convenience sampling using in-class surveys, invitations from teaching staff and Facebook posts · Asked to choose vlogger whose Youtube channel recently visited then rate the scales in the survey while keeping this vlogger in mind. · Structured questionnaire to understand the impact . On average, followed 8 vloggers · Spent 3 and a half hours per day on social media . 45% of that time devoted to following social influencers · Six motivations for following social influencers · Information sharing, info seeking, cool and new trend, relaxing entertainment, companionship and boredom. . Young adults follow social influencers to be entertained and pass the time. . They don't necessarily follow them because it's cool. · Motivations differ depending on age, gender, education. . Less than half of total respondents check Critical Discussion (gaps, areas for further research) Interesting to further study the motivation of companionship. To what extent young adults seek this with influencers and as to whether feeling an emotional attachment to an influencer means an individual is more likely to purchase from the recommended brand. Want to find out to what extent young adults feel like they have a connection/friendship with the influencers. Could possibly investigate why social media users don't trust
Impact of social media influencers' endorsements on the buying behaviour of Gen Z, for lifestyle and electronics product category with special reference to Pune city. Parikalpana: KIIT Journal of Management, 17 (1), p218-227. of social media influencers and their endorsements on consumer's intention to buy. · Understanding level of trust gen Z have on influencers. · Convenience sampling method used to collect 156 youngsters aged 14- 25 from Pune city. · Online survey using a non-probabilistic convenience sampling technique · Minimum age of 18 who were active followers of social media influencers that make brand product that's being endorsed. · Even smaller percentage of people who actually buy products. · Only 11% buy products most of the time. . Most of the sample would trust product only if promoted by an influencer of the same field. . Almost 80% trusted reviews over endorsements · Though the appearance of social media marketing is growing, the actual amount of people considering or buying the promoted products stays low. · Sense of intimacy that followers feel towards influencers can build potential bond with them · This strong bond can increase the influencer's power on followers and reinforces growing endorsements over reviews. Why is level of trust relatively low. Could look into how influencers create this emotional bond with