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 intentions1 2 8. The source credibility model suggests that credible influencers can effectively transfer convincing messages, thereby increasing consumers' perceived connection to the influencer and the product1.
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 attribute8.
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 intentions1. 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 products1.
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 advertising5 9. Additionally, the area of expertise of the influencer and their follower count can significantly impact the effectiveness of their recommendations9.
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 intentions10.
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 exploration3.
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 marketing3.
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.
Sources and full results
Most relevant research papers on this topic
Psychological ownership in social media influencer marketing
Perceived influencer credibility and psychological ownership positively influence consumer behavior, affecting purchase intention, attitude towards advertising, and product.
Observational StudyInfluencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media
Influencer marketing positively affects consumer trust in branded content on social media through informative content, influencer trustworthiness, attractiveness, and similarity to followers.
Highly CitedInfluencer Marketing and Consumer Behaviour: A Systematic Literature Review
Social media influencers play a crucial role in activating consumer behavior, and this research provides an integrative framework for understanding their impact and future research direction.
Systematic ReviewIMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOR
Influencer marketing significantly impacts consumer behavior, particularly among women in the Y generation, a tech-savvy generation.
Impact of Influencer Marketing on Consumer Behavior : An Analytical Study
Influencer marketing significantly impacts consumer behavior, enabling brands to connect with potential clients and enhance customer connections through relatable and trusted recommendations.
Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial
Attitude toward influencers, perceived behavior control, personal relevance, inspiration, and trust positively impact consumer behavior, while peer influence has no effect.
Observational StudyHighly CitedInfluencer Impact: Examining the Effect of Influencers on Consumer Behaviour and Purchase Decisions
Influencer marketing positively impacts consumer behavior and purchasing decisions, influenced by message value, influencer characteristics, and content accuracy.
Literature ReviewImpact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis
Social media influencers' entertainment value and credibility significantly impact customer engagement and purchase intention, with entertainment value being the strongest factor.
Meta-AnalysisThe Role of Influencer Marketing on Consumer Buying Decision
Influencer marketing positively influences consumer buying behavior, but factors like follower count, expertise, and country of origin play a role.
Influencer Marketing in the Digital Age: Examining the Impact on Consumer Purchasing
Influencer marketing's effectiveness on consumer purchase behavior is largely determined by trust, trustworthiness, authenticity, and customization, with social media platforms playing a crucial role.
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