Influencer Marketing: College Students’ Attitudes on Social Media

Influencer marketing is a type of marketing in which respected experts are paid to advertise a product to influence follower attitudes. With the rise of social media use among college students, this study examines the effectiveness of influencer marketing in this market segment. Using data from 150 college students this study empirically examines the use of influencer marketing and the effect on college students’ consumer attitudes on social media. The results indicate that college students’ use of social media is positively associated with elevated consumer attitudes towards brands through influencer marketing. Discussion of these findings, their implications, and limitations are provided in the research.