Influencer endorsements fail to influence purchase decisions

An overview of purchase drivers and planned purchases of UK and US consumers who follow influencers on social media.

Influencer recommendations play only a small role in affecting the purchase decisions of their followers, according to research from influencer marketing platform Influencer and GlobalWebIndex.

In their survey of consumers in the UK and US who follow influencers on social media, just 15% said influencer endorsements motivate them to make a purchase – the tenth most common response. This rises to one-third (32%), though, among influencer fol