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Exploring The Emotional Impact of Social Influencers on Consumer Purchasing Decisions

 

 

Ebnul Maitheen

Research Scholar

Research Supervisor: Dr. J. Shanmughanandavadivel

Karpagam Academy of Higher Education, Coimbatore

 

 

Abstract

This study examined the influence of influencer marketing tools on the purchases that consumers make in this research, with the main consideration being the emotional involvement, the party purchasing, the authenticity of the influencer, and the level of trust that the shoppers have on the influencer.  We filtered data based on the qualitative and quantitative approaches, i.e., the questionnaires and focus groups of individuals who subscribe to influencers.  The more feelings an individual will develop with the content, the higher the chances of purchase. Pretty clear link there.  And it happens, the age matters a lot too– the purchasing habits in the different age groups vary greatly, and hence the need to target campaigns.  We also discovered that influencers are more likely to get shoppers to trust them as long as they sound genuine and that trust actually pushes them into purchasing. Authenticity gives birth to trust and trust gives birth to buying.  Overall, authentic relationships and trust in influencer collaborations are the key to maximizing the influence of marketing.  Brands can use these insights to provide them with some valuable advice in keeping up in the digital marketing landscape that is constantly changing.

Key Words: Influencer marketing, consumer purchasing behavior, emotional engagement, demographic factors, influencer authenticity, consumer trust, social media, marketing strategy

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