Impact of social media influencers on purchasing in Hong Kong 2023, by age group

Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a consumer survey conducted by Rakuten Insight in May 2023, about 62 percent of respondents from Hong Kong aged between 25 and 34 years who had followed at least one influencer on social media said that they had purchased the products endorsed by the influencer. A large proportion of these respondents did so because they were convinced by the promotion from the influencer.