Consumer Responsiveness to Influencer Marketing: A Mixed-Methods Approach

This study investigates the influence of social media influencers on consumer behavior, comparing their impact with traditional media and non-celebrity online promotions. Data were collected via a bilingual questionnaire (Italian and English) from 113 respondents (56% female, 67% Italian), focusing on perceived similarity to influencers, engagement behaviors, and purchase motivations. Statistical analyses including correlation, cluster, regression, ANOVA, and Fisher’s Exact Test were conducted using RStudio. Results reveal a weak positive correlation between perceived similarity to influencers and user engagement (likes, shares), with similarity emerging as the sole significant predictor of the perceived relevance of influencer product reviews. Cluster analysis identified three consumer segments varying in susceptibility to influencer marketing, enabling targeted strategy recommendations. No significant differences were found across age groups or between perceived similarity and social media usage frequency. A decision tree revealed that preferences for influencer marketing depend on product popularity and brand reputation. Implications and limits are finally discussed.