Year: 2024
Type: article
Abstract: The aim of the present study is to evaluate the effectiveness of influencers in cultivating consumer loyalty. With confidence and credibility as subtopics, this paper mainly focuses on two major areas to detect the perception and behavior change among consumers by micro and macro influencers. With the support of qualitative and quantitative data analysis, the research advances the understanding of the use of the influencer credibility to motivate brand loyalty as well as alignment of the chosen influencer’s values with the commercial brand. Moreover, impractical solutions strategies for employing influencer marketing to enhance consumer revenues and trust for consumer-oriented brands are further as leading tips and hints for marketers who seek to enhance their marketing conception in the digital world. It also covers issues like, credibility of information and the effect of being real in building or tarnishing the reputation of the brands endorsed. This paper highlights the important role of influencer for consumer loyalty and suggests a basis for future research.
Author: Xiaofan Gan
Institution: Durham University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4403582253