Year: 2024
Type: article
Study design: Observational Study
Abstract: The present social media influencers have changed the way consumers interact and decide about products. This paper comprehensively explores the effects of social media influencers on consumer purchasing behaviour, especially with regard to brand perception, purchase intention, and customer loyalty. The mixed-methods approach was used in this study where the quantitative tool consisted of a blend of surveys and interviews with a heterogeneous population of consumers who were sought across the various social media portals. The results show that the influence of influencers is significantly influential in the attitude formation within the customers, mainly through their authenticity in recommendation, the relationship with the audience, and being in line with the desired values of the consumer. There are also findings that show how the influencers contribute not only to a positive uplift in brand visibility but also to some essential drivers within purchase decisions for younger demographics. Thus, this research contributes to the existing knowledge of modern dynamics of marketing with an aim toward unlocking new avenues for influencer partnerships with optimized consumer engagement and conversions on behalf of brands.
Authors: Manisha Semwal, Shaik Irfan, Edupuganti Harshitha Sai, Mwali Agnes, Sankara Krishna Vurrinkala
Institution: Koneru Lakshmaiah Education Foundation
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405964780