The effects of influencer follower count on consumer perception and purchase behavior.

This study investigates the influence of influencer follower count on purchase behavior and consumer perception among college students, addressing a research gap in the growing field of social media–driven marketing. While influencers differ greatly in follower size, credibility, and perceived expertise, limited empirical research explains how these factors shape consumer responses. Grounded in digital consumer behavior and persuasion theory, this research examines three independent variables related to influencer follower count—follower-count impact, consumer perception, and purchase behavior—and their predictive relationships. Using a descriptive-correlational research design, data were collected from 394 college students through five-point Likert-scale surveys evaluating follower count criteria (M = 3.49, Agree), consumer perception indicators (M = 3.09, Neutral), and purchase behavior outcomes (M = 3.40, Neutral). Regression analyses revealed that follower-count impact significantly predicted consumer perception (R² = .43, F = 117.59, p < .001) and purchase behavior (R² = .49, F = 380.25, p < .001). Likewise, consumer perception significantly predicted purchase behavior (R² = .49, F = 380.25, p < .001). Additionally, findings showed that influencer exposure and follower count shape purchase behavior both directly and indirectly through consumer perception, which acts as the key mechanism linking influencer cues to buying decisions. The study shows that seeing influencers often and knowing their follower count affect how students trust them, and this trust is what leads to buying behavior, highlighting the need for honest influencer practices, clear advertising, and more research on what makes people follow and buy from influencers.