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Consumer Research: The Psychology of Following

It’s no secret that social media influencers hold a lot of power when it comes to impacting consumer decision-making, but it can often be difficult to quantify how much influence they actually wield.

That’s why Olapic conducted research to determine the impact influencers have on consumer behavior and brand marketing. Our main finding was hardly surprising: authenticity is the number one reason why people trust an influencer. Not only that, but 44 percent of respondents said they’ve purchased or considered a product after seeing an influencer’s post—Meaning, there is an opportunity for brands to leverage influencers in a way that impacts their bottom line.

After surveying 4,000 people aged 16 to 61 in the U.S., UK, France, and Germany, we are sharing our Psychology of Following report to help shed light on the attitudes, behaviors, trust signals, and preferences that marketers need to understand in order to find and harness the power of influencers for their brand.

To learn more about what we uncovered, read the full report.

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