Abstract

This study aimed to examine how social media influencers influence consumer trust and purchase behavior. While previous studies have identified the broad impact of influencer marketing, this study sought to delve deeper into the specific factors related to influencers (influencer’s content, professional expertise, and personal image) that influence consumer trust and uncover how these factors impact their purchase behavior. To achieve the research objectives, a random sampling method was used to survey 311 participants who had experience in purchasing using social media in Ulaanbaatar city, and the results were analyzed using SPSS 27. The study also explored the relationships between various influencer characteristics and their ability to build consumer trust, while also considering demographic variables such as age, gender, and educational background. The results highlighted that certain attribute, such as the influencer’s attractiveness and credibility, had a more significant impact on consumer decision-making processes than others. Furthermore, the findings suggest that content quality and the perceived professionalism of influencers can directly influence consumers' likelihood to trust them and make purchases. The results of this study will provide advice to marketers and businesses using influencer marketing, helping them tailor their campaigns more effectively to boost consumer engagement and drive sales.