social media influencers and their impact on college students' consuming behavior

Abstract

Social media influencer is becoming a major role in marketing strategy. As a new apperaed role, it has been growing and self-improving at a very fast speed, and as such, it is important to understand its impact towards people. Among people, college students are a group that react the fastest to new trend based on their age and time. The study included a survey in order to have better understanding of the changes of college students’ purchase intention towards recommendations from social media influencers and sponsorship.