Influencer Marketing and Consumer Purchase Behaviour

Abstract

The concept of influencer marketing has become one of the most important tactics in the modern digital marketing industry, based on the credibility, exposure, and interaction of social media influencers to affect consumer behaviour. This paper examines the effects of influencer marketing on consumer purchasing behaviour with an aim of getting to learn how the various categories of influencers such as celebrity, macro, micro, and nano could influence consumer awareness, attitude, and purchase intentions. The study aims at the establishment of the most important factors contributing to the persuasive strength of influencers such as trustworthiness, expertise, attractiveness, and perceived authenticity. The primary data were obtained with the help of a mixed-method approach by means of questionnaires comprising 400 respondents within diverse demographic groups, and the qualitative data obtained as a result of focus group discussions. It is shown that influencer marketing has a dramatic effect on the consumer buying pattern, where micro and nano influencers show a higher engagement rate and perceived authenticity than their celebrity counterparts. The authors emphasize in the paper that the quality of content, its relatability, and the perceived expertise of influencers are the vital conditions that influence the purchase intentions of consumers. Moreover, the study reveals that consumers have higher chances of making buying decisions when the content of the influencers is consistent with individual values and lifestyle choices. The research paper also investigates the moderating effect of social media platforms and demographic factors that give a delicate understanding of the efficacy of influencer campaigns. Marketing implications can be summarized as the careful choice of influencers depending on the target audience profiles and the aims of the campaign, and authenticity rather than reach should be chosen. The study adds to the body of digital marketing literature by providing evidence on the mechanisms by which influencer marketing triggers consumer behaviour and, therefore, helps businesses to create better and more engagement-based marketing campaigns. The paper ends with a conclusion and recommendations on optimal practices when collaborating with the influencers to achieve the best consumer response and brand loyalty.