How does influencer marketing affect consumer behavior?

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The Impact of Influencer Marketing on Consumer Behavior

Introduction to Influencer Marketing and Consumer Behavior

Influencer marketing has rapidly become a cornerstone of modern marketing strategies, leveraging the reach and credibility of social media personalities to affect consumer behavior. This marketing approach capitalizes on the trust and relatability that influencers have cultivated with their audiences, making it a potent tool for driving brand awareness and purchase intentions.

Perceived Credibility and Trustworthiness

Source Credibility Model

The perceived credibility of influencers plays a crucial role in shaping consumer behavior. Studies have shown that influencer credibility, which includes trustworthiness, attractiveness, and similarity to followers, significantly impacts followers' trust in branded content. This trust, in turn, enhances brand awareness and purchase intentions . The source credibility model suggests that credible influencers can effectively transfer convincing messages, thereby increasing consumers' perceived connection to the influencer and the product.

Informative and Entertainment Value

The value of the content shared by influencers also affects consumer behavior. Content that is informative and entertaining has been found to have a strong association with customer engagement and purchase intention. The entertainment value, in particular, has the strongest correlation with customer engagement, while credibility impacts purchase intention more than any other attribute.

Psychological Ownership and Consumer Connection

Psychological Ownership (PO)

The concept of psychological ownership (PO) refers to the feeling of possession that consumers develop towards a product. Influencers can foster this feeling by creating a perceived connection with their audience. This connection enhances consumers' attitudes towards the product and increases their purchase intentions. Theories on source credibility and PO provide a framework for understanding how influencers can positively influence consumer behavior by making their audience feel a sense of ownership over the advertised products.

Influence on Purchase Decisions

Direct and Indirect Effects

Influencer marketing directly affects consumer purchase decisions by introducing new products and services to potential buyers. Consumers often rely on influencers' recommendations, which they perceive as more relatable and trustworthy compared to traditional advertising . Additionally, the area of expertise of the influencer and their follower count can significantly impact the effectiveness of their recommendations.

Mediating Mechanisms

Several mediating mechanisms influence how consumers respond to influencer campaigns. Trust, authenticity, and customization are critical factors that determine the success of influencer marketing initiatives. Establishing genuine connections with influencers and leveraging their authority can improve brand perceptions and purchase intentions.

Systematic Literature Review and Future Research

Comprehensive Overview

A systematic literature review of influencer marketing from 2016 to 2021 highlights the key themes, methodologies, and theories in this emerging field. The review proposes an integrative framework that depicts the role of social media influencers in activating consumer behavior and identifies potential research gaps for future exploration.

Implications for Theory and Practice

The findings from various studies provide valuable insights for both theoretical and practical applications. For instance, understanding the factors that drive consumer behavior can help marketers design more effective influencer campaigns. Future research should focus on addressing the identified knowledge gaps and exploring new methodologies to further understand the impact of influencer marketing.

Conclusion

Influencer marketing significantly affects consumer behavior by leveraging the credibility, trustworthiness, and relatability of social media personalities. The perceived value of influencer-generated content, psychological ownership, and the direct and indirect effects on purchase decisions are critical factors that drive this impact. As the field continues to evolve, ongoing research will be essential to uncover new insights and refine marketing strategies to better engage and influence consumers.