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.
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.
Influencer Credibility and Trust:
Psychological Ownership and Connection:
Congruence Between Influencer, Product, and Consumer:
Impact on Specific Demographics:
Role of Informative Content:
Interactive and Relatable Nature:
Influence on Brand Awareness and Expertise:
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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