By: Savannah O’Shields

In the digital age, social media influencers have evolved beyond content creation and brand partnerships—they are now full-fledged entrepreneurs. But are fans genuinely invested in these brands, or is it simply a case of loyalty-driven purchasing?

A prime example of this shift is Kylie Jenner, who transitioned from reality TV star to billionaire entrepreneur with Kylie Cosmetics. Her massive social media following translated into immediate sales success, proving that personal branding can be as powerful as the product itself. Similarly, YouTubers like MrBeast have ventured into business with brands like Feastables and Beast Burger, capitalizing on their established audience.

However, not every influencer-led business thrives. While some, like Rihanna’s Fenty Beauty, have received critical acclaim for quality and inclusivity, others have faced backlash for poor products or questionable ethics. Influencer brands often rely on parasocial relationships—where followers feel a personal connection to their favorite creators—which can drive initial sales but doesn’t guarantee long-term loyalty.

To gain a real-world perspective on how consumers engage with influencer-owned brands, I spoke with Cy Persinger, a senior at West Virginia Wesleyan College, about his personal experiences with these businesses. Persinger, an avid outdoorsman, has purchased from influencer-led brands, particularly in the hunting and fishing space.

“I have purchased from some influencer-owned brands,” Persinger shared. “Most of the purchases I’ve made have been from hunting or fishing companies. One of the brands I’ve bought from the most is the fishing brand Googan Squad.”

When asked about the role of trust in purchasing influencer-branded products, Persinger explained that familiarity with an influencer’s content played a significant role in his decision-making.

“When first introduced to the products, I had been following the influencers for some time. Because of this, I had some trust in the products, but most of my reason for purchasing was because I could see them actually using what they were selling,” he said. “In following the influencers, I was able to see the process of how they designed the products and how they used each one.”

Despite this level of trust, he still values research before making a purchase—especially for products he’s unfamiliar with.

“I tend to be less trusting of products I haven’t used before, so I always research first, even if it’s from an influencer.”

When asked whether he would continue supporting an influencer’s brand even if it received mixed reviews, Persinger said yes—but with conditions.

“At this point, I would probably continue to buy from the brand even if it had mixed reviews because I’m already familiar with the product, so I know what to expect.”

However, an influencer’s personal brand and image do play a role in his purchasing decisions.

“I’m more likely to purchase from an influencer brand that I view positively,” he explained. “But I am very unlikely to buy from an influencer’s brand when I have a negative view of them.”

Finally, Persinger shared that while he doesn’t follow many influencers, when he does connect with one, he tends to remain loyal—even supporting their business ventures.

“For example, I’m an avid follower of The Pat McAfee Show, and because of that, I’ve chosen to support many of his business endeavors.”

Persinger’s perspective highlights a key insight: while influencer branding can drive initial sales, true consumer loyalty is often built on trust, transparency, and product quality.

As more influencers transition into entrepreneurship, the question remains—are these brands built for long-term success, or are they just riding the wave of social media hype?

Photo from: izea.com