How does influencer marketing affect consumer behavior?
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Summary
10 papers analyzed
These studies suggest that influencer marketing positively affects consumer behavior by enhancing trust, purchase intention, and attitudes towards products and advertising, particularly through credible, relatable, and trustworthy recommendations.
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Introduction
Influencer marketing has become a significant component of modern marketing strategies, leveraging the reach and credibility of social media influencers to affect consumer behavior. This synthesis examines how influencer marketing impacts consumer behavior, drawing insights from multiple research studies.
Key Insights
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Influencer Credibility and Trust:
- Influencer credibility, including trustworthiness, attractiveness, and similarity to followers, significantly enhances consumer trust in branded content, which in turn boosts brand awareness and purchase intentions .
- Perceived influencer credibility serves as a critical factor in determining purchase intention and attitudes towards both the advertisement and the product .
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Psychological Ownership and Connection:
- The concept of psychological ownership, where consumers feel a sense of ownership over a product due to their connection with the influencer, positively affects their attitude towards the product and purchase intention.
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Congruence Between Influencer, Product, and Consumer:
- High congruence between the influencer, the product, and the consumer leads to more favorable attitudes towards the product, higher purchase intentions, and stronger recommendation intentions.
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Impact on Specific Demographics:
- Influencer marketing is particularly effective among younger demographics, such as women aged 19 to 25, who are technically savvy and more engaged with social media influencers.
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Role of Informative Content:
- The informative value of influencer-generated content plays a crucial role in building consumer trust and influencing purchase decisions.
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Interactive and Relatable Nature:
- Influencers are often seen as more relatable and trustworthy compared to traditional advertisements, which enhances their ability to influence consumer behavior .
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Influence on Brand Awareness and Expertise:
- Influencer marketing increases brand awareness and subject matter expertise among consumers, leading to higher brand preference and purchase intentions.
Conclusion
Influencer marketing significantly impacts consumer behavior by leveraging the credibility and relatability of influencers. Key factors such as influencer credibility, psychological ownership, congruence between influencer, product, and consumer, and the informative value of content play crucial roles in shaping consumer attitudes and purchase intentions. This marketing strategy is particularly effective among younger, tech-savvy demographics, highlighting the importance of selecting the right influencers to maximize engagement and influence.
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