Impact of Influencer Marketing on Consumer Decision Making

Author :

Dr.S.Saikrishnan

Associate Professor

Department of Commerce,

PSG College of Arts & Science

Coimbatore-641014.

e-mail:sairammoorthi1971@gmail.com

Abstract

The rapid expansion of social media platforms has transformed modern marketing strategies, giving rise to influencer marketing as an effective promotional tool. Influencer marketing involves collaboration between brands and social media personalities who promote products or services to their followers through digital platforms. Influencers often build strong relationships with their audiences, which enables them to significantly affect consumer attitudes and purchasing decisions. Platforms such as Instagram, YouTube, and TikTok have become major channels for influencer-based advertising. While influencer marketing offers brands the opportunity to reach targeted audiences more effectively, it also raises concerns regarding transparency, authenticity, and consumer protection. In many cases, consumers may not be aware that influencers are being paid to promote certain products, which may lead to biased or misleading recommendations. This study examines the impact of influencer marketing on consumer decision-making behaviour and evaluates the challenges associated with transparency and consumer protection in digital advertising. The research adopts a doctrinal and analytical approach using secondary data from academic literature, policy documents, and industry reports. The findings indicate that influencer marketing significantly influences consumer perceptions, brand awareness, and purchasing decisions. However, the lack of transparency in sponsored endorsements may lead to misleading advertising practices. The study concludes that clear regulatory guidelines, ethical marketing practices, and increased consumer awareness are essential to ensure responsible influencer marketing in the digital economy.

Keywords

Influencer Marketing; Consumer Behaviour; Social Media Marketing; Digital Advertising; Consumer Decision Making; Online Marketing; Consumer Protection.