Health, image, and influence: how social media influencers shape consumer behavior in Hungary

Social media, electronic word-of-mouth, and influencers are essential parts of our daily lives, all of which have an impact on our shopping habits, consumer decision-making, and health consciousness. The aim of the study on the impact of social media influencers (SMIs) on consumer behavior was to explore the mechanisms of influence among Hungarian consumers, with a special emphasis on health-conscious consumer behavior. The research was based on primary data collection, on a sample of 506 people, representative of gender, age, and type of settlement in Hungary.

Confirmatory Factor Analysis (CFA) was used to analyze the data within the framework of a second-order hierarchical model. The results showed that both influencer and social media use have a significant positive impact on shopping behavior, and that influencer credibility is the strongest influencing factor. It is important to note that younger, lower-educated groups with more informal schedules are more receptive to digital recommendations.

The research highlighted that Instagram and eWOM (electronic word-of-mouth) have a stronger influence among Hungarian consumers than TikTok. Based on the results, the credibility of an influencer significantly increases trust, which drives emotional attachment and the purchase intention of consumers. The results also highlight the growing importance of authentic interactions and perceived social connections, which are now the driving forces of digital trust.

The study provides practical recommendations for the development of targeted marketing strategies. Supported by the University of Debrecen Program for Scientific Publication. Generative artificial intelligence (AI) tools were used to support parts of this research.

Google’s Gemini Pro 3.5 large language models was used only to refine the manuscript text. WOS Core Collection’s AI supported research assistant was used for literature search. All outputs produced by these tools were critcally reviewed, verified, and edited by the authors to ensure accuracy, originality, and adherence to academic standards.

The final responsibility for the content of this article rests entirely with the authors. Faculty of Economics and Business, Institute of Rural Development and Functional Management, University of Debrecen, Debrecen, Hungary Faculty of Economics and Business, Coordination and Research Centre for Social Sciences, University of Debrecen, Debrecen, Hungary The authors declare no competing interests. Name of the approval body: Research Ethics Committee of the Faculty of Economics and Business at the University of Debrecen.