Influence of Social Media Influencers on Consumer Purchasing Behavior

ANNABATHUNI VENKATA SAI VISWANADH

doi:10.36948/ijfmr.2024.v06i05.28584

Influence of Social Media Influencers on Consumer Purchasing Behavior

Author(s)	ANNABATHUNI VENKATA SAI VISWANADH
Country	India
Abstract	Influencer marketing has been a crucial tactic in the digital world, which influences consumer purchasing behaviors at a phenomenal level. This paper discusses the influencer authenticity, relatability, and expertise that helps relate to the influence of consumer trust and buying decisions toward these influencers. The study looks at the mixed method approach, incorporating both the quantitative surveys and qualitative interviews, as it reviews these influencer traits across various demographics and explores how they shape perceptions and behaviors among customers. Findings reflect that authenticity and transparency are very important in building trust. Relevant content is able to help raise engagement. Other than that, social proof and emotional connections developed through relatability continue to add to purchasing decisions. Despite this, though, challenges such as market saturation and consumer skepticism remain a major obstacle to brands. The study has many successful cases: the Kayla Itsines's fitness app, as well as the micro influencer strategy of Glossier, illustrating how a tremendous and sound relationship of the influencer with their audience can be the success motto. Future research areas suggested for studying the long term effects of the influencer partnerships and the influence of emerging platforms on marketing strategies. This article contributes high level input to both the research and practice side of marketing activities by guiding brands in effective navigation of the intricacies of influencer driven consumer engagement in today's hyper competitive marketplace.
Keywords	Influencer Marketing, Social Media, Consumer Behavior, Purchasing Decisions, Authenticity, Relatability, Trust, Transparency, Social Proof, Emotional Connection, Brand Loyalty, Micro-Influencers, Engagement, Digital Marketing, Consumer Trust, Marketing Strategies, Market Saturation, Consumer Skepticism, User-Generated Content (UGC), Target Audience
Field	Sociology > Data / Information / Statistics
Published In	Volume 6, Issue 5, September-October 2024
Published On	2024-10-15
Cite This	Influence of Social Media Influencers on Consumer Purchasing Behavior - ANNABATHUNI VENKATA SAI VISWANADH - IJFMR Volume 6, Issue 5, September-October 2024. DOI 10.36948/ijfmr.2024.v06i05.28584
DOI	https://doi.org/10.36948/ijfmr.2024.v06i05.28584
Short DOI	https://doi.org/g8k5xm

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Influence of Social Media Influencers on Consumer Purchasing Behavior

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