[Survey of 945 people] Is the idea that influencer marketing has no effect a lie? Reality report where about 46% answered 'I have made a purchase'

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"Even if you ask influencers, it won't sell," "Consumers hate PR campaigns"—if you are involved in marketing, you have probably heard these voices.

LeveL.L Co., Ltd. conducted a questionnaire survey of 945 men and women to verify how much the broadcasts of influencers and celebrities affect actual consumer behavior.

The results denied the common theory that "it has no effect."

What emerged from the survey is not the true image of "consumers who are tricked into buying," but "smart users who make purchase decisions after carefully scrutinizing information themselves."

This survey was conducted to grasp the reality of consumer behavior triggered by the broadcasts of influencers and celebrities. We have stepped in and asked not only "Have you actually made a purchase after seeing an influencer's post?" but also "How much information do you gather before purchasing?" and "Does the presence or absence of a PR notation affect purchasing?"

### Survey Overview Survey period: March 6, 2026 – March 15, 2026 Survey method: Internet survey Survey target: Men and women in their teens to 70s nationwide Valid responses: 945 people (278 men, 667 women)

Regarding the age of respondents, those in their 30s were the most numerous at 348 (36.8%), followed by those in their 40s with 224 (23.7%) and those in their 20s with 189 (20.0%). We obtained responses from a wide age group ranging from teens to 70s, with 124 people in their 50s (13.1%), 38 in their 60s (4.0%), 18 in their teens (1.9%), and 4 in their 70s (0.4%).