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The Impact of Influencer Marketing on Consumer Buying Decisions

Authors:

Dr. Ujjwal Sharma Sir,

Astha Naik, Student, Amity Business School, Amity University Chhattisgarh

Amity Business School, Amity University Chhattisgarh

Abstract

Influencer marketing has completely changed the advertising landscape of today by substituting digital personalities with large social media followings and active followings for conventional celebrity endorsements and corporate promotions. Customers are increasingly using social media sites like Facebook, Instagram, YouTube, TikTok, and others to find products, read reviews, and make recommendations as the digital age develops. Influencers—people who have established authority and trust in particular niches—have emerged as potent go-betweens for brands and customers as a result of this change.

With an emphasis on purchase decisions, brand trust, and customer loyalty, this study explores how influencer marketing affects consumer behavior. The study investigates how distinct influencer categories—namely, macro-, micro-, and nano-influencers—shape consumer views and impact purchasing intentions by means of a structured online survey with 54 participants from a range of age groups and professions.

According to the results, a number of crucial elements—credibility, relatability, perceived genuineness, and emotional connection—play a major role in how successful influencer marketing efforts are. Notably, because of their specialized emphasis and tighter bonds with followers, micro- and nano-influencers frequently generate greater engagement and trust even though their audiences are smaller. According to the findings, influencers are more likely to cultivate brand loyalty and enduring customer relationships if they share the same beliefs and lifestyles as their followers.

The study also shows that a sizable percentage of participants think influencer-generated content is more reliable and tailored than traditional forms of advertising. Despite ongoing issues with influencer transparency, content authenticity, and ROI measurement, participants generally agree that influencer endorsements are becoming more and more important in influencing consumer behavior.

To sum up, influencer marketing is a unique and very successful tactic for interacting with modern consumers, particularly younger ones. Businesses that proactively collaborate with relatable and trustworthy influencers are better positioned to increase consumer engagement, improve brand perception, and achieve long-term marketing success as digital platforms continue to grow in influence and reach.

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