Year: 2025
Type: article
Study design: Observational Study
Abstract: The study aimed to understand how effective influencer marketing is at boosting sales and engagement.It also looked at what makes consumers trust influencers, like their authenticity and expertise, and how persuasion tactics are evolving with technology and ethical considerations.A key part of the research was to distinguish between the impact of smaller (micro), larger (macro), and celebrity influencers, and to analyse different content formats.The goal was to offer practical advice to brands on improving their influencer strategies and handling ethical issues.For the research, data was collected from social media users who interact with influencers, primarily through an online survey.This included questions about their demographics, how they engage with influencers, what they think about influencers' credibility and appeal, and how these factors affect their purchasing decisions.The study used non-probability sampling to target young adults and millennials.The findings showed that SMIs play a vital role in influencing purchases, largely due to their credibility, content quality, and interactions with their audience.While smaller influencers often seem more genuine, bigger ones offer wider reach.Detailed reviews and tutorials were found to be particularly effective content.However, the study also identified challenges such as fake followers and deceptive promotions, which can harm consumer trust.In conclusion, the thesis emphasizes that an influencer's effectiveness hinges on their perceived credibility, the quality of their content, and their ability to engage their audience.The recommendations for brands include prioritizing honesty and openness, carefully choosing influencers who truly align with their values, creating engaging content, continually monitoring ethical issues, and integrating influencer marketing seamlessly into their overall marketing plans.This research provides valuable insights for businesses, marketers, and regulators to navigate the dynamic world of digital marketing.
Author: Shashikant kumar
Institution: Galgotias University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411310446