Determining the Effects of Differences in Demographic Characteristics on (Brand, Celebrity, and Social Media Influencers) of Consumer Purchasing Decision

Abstract

Brand, celebrity, and social media influencer. Consumers from diverse demographic groups. Therefore, this study aims at establishing if there are significant differences in the ratings that consumers from diverse demographic clusters give to brand, celebrity, and social media influencers. This quantitative study utilized 800 participants who were shoe consumers from the United States. The participants completed a formulated survey questionnaire in order to measure their demographic characteristics as well as the study variables that included consumer choice behavior as the dependent variable and traditional celebrities, social media, and brand as the independent variables. The findings indicated that in general, demographic characteristics cause significant differences in ratings given by consumers to brand, celebrity endorsements, and social media influencers. As such, organizations can utilize this study to understand behavior of diverse demographic groups when investing in brand, celebrity endorsement, or social media for marketing in order to increase their client base.