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The Impact of Influencer Marketing on Consumer Buying Decisions

Ronik Kumar Rout

Abstract

Influencer marketing has revolutionized the traditional advertising landscape, offering a powerful strategy for brands to connect with consumers through digital platforms. This research investigates how influencer marketing affects consumer buying decisions, focusing on factors such as trust, relatability, content quality, and engagement. Using both primary and secondary data sources, the study utilizes a mixed-methods approach to understand how influencer endorsements shape perception, intent, and actual purchase behavior. Results indicate that consumers are significantly influenced by micro and macro-influencers, especially in fashion, beauty, and tech sectors. The findings emphasize the importance of authenticity, audience alignment, and long-term engagement for successful influencer strategies.