Impact of Influencer Marketing on Purchase Decisions
Year: 2025
Type: article
Abstract: Influencer marketing has emerged as a dominant promotional strategy in the digital age, reshaping how consumers discover, evaluate, and purchase products. This study examines the impact of influencer marketing on consumers’ purchase decisions by synthesizing theoretical perspectives and empirical evidence. It investigates how influencer credibility, content type, platform characteristics, audience–influencer fit, and social proof affect consumer attitudes, trust, purchase intention, and actual buying behavior.
Author: Prerna Tripathi
Institution: Chhatrapati Shahu Ji Maharaj University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414489279