Neha Gupta
Management
October 2024
Consumer interactions and product selection have been altered by today's opinion leaders in the social media sphere. How social media influencers affect consumers' purchasing decisions behaviour is thoroughly examined in this article, with a focus on brand impression, purchase intention, and customer loyalty. This research used a mixed-methods approach, using a quantitative tool that included a combination of surveys and interviews with a diverse group of customers who were contacted via a variety of social media platforms. According to the findings, influencers have a big impact on how consumers construct their attitudes, mostly because of their genuine recommendations, rapport with the audience, and alignment with the consumer's ideal ideals. According to certain research, influencers have a significant role in influencing younger consumers' purchasing choices in addition to positively increasing brand awareness. In order to open up new opportunities for influencer relationships with maximised consumer engagement and conversions on behalf of businesses, this study adds to the body of information about contemporary marketing dynamics
29- 40
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