The Impact of Influencer Marketing on Consumer Buying Behavior

Title

The Impact of Influencer Marketing on Consumer Buying Behavior

Creator

Aryan, Yash; Aryan, Deepak Jha

Description

Influencer marketing has emerged as a transformative force in the digital landscape, significantly shaping consumer buying behaviour. This abstract explores the multifaceted impact of influencer marketing on consumer purchasing decisions, emphasizing its role in fostering trust, enhancing brand awareness, and driving sales. Influencers, who are perceived as relatable and authentic figures, cultivate a sense of trust among their followers, making their endorsements more credible than traditional advertising methods. Research indicates that 61% of consumers are more likely to trust recommendations from influencers compared to brand- produced content. This trust not only influences immediate purchase decisions but also contributes to long- term brand loyalty. Moreover, influencer marketing effectively utilizes social proof, where consumers are motivated to purchase products endorsed by influencers they admire, often driven by a Fear of Missing Out (FOMO). The targeted nature of influencer campaigns allows brands to reach niche audiences, thereby increasing engagement and conversion rates 2026 by IGI Global Scientific Publishing. All rights reserved.

Source

Driving Social Change through Transformative Marketing for Gender Equity;pp.191-213

Date

01-01-2026

Publisher

IGI Global

Coverage

Aryan Y., Christ University, Delhi, India; Aryan D.J., Christ University, Bangalore, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833733844-6; 979-833733842-2;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-3842-2.ch007

https://www.scopus.com/pages/publications/105032379633?origin=resultslist