Year: 2025
Type: article
Abstract: Influencer Marketing is a technique used to promote brands.engage and interact with the intended audience in the past several years.In this study, the result of influencer marketing on consumers' purchase intention is examined.Secondary data sources are used in the study and a descriptive research design through content analysis.The research results show that influencers appear to possess a considerable effect on consumer's purchase intention, based on the study and conclusions.The study's conclusions also showed that a key factor in determining a consumer's intention to make a purchase is the influencer's credibility and trustworthiness Influencers who are regarded as genuine knowledgeable and personable are more likely to possess their suggestion trusted and valued by consumers.As stated by the findings, it is most probable for customers to adopt a favorable opinion about the promoted products and services when exposed to influencer generated content that increases the willingness to purchase.
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414377466
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