Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Aryan, Yash; Aryan, Deepak Jha Title A name given to the resource The Impact of Influencer Marketing on Consumer Buying Behavior Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Driving Social Change through Transformative Marketing for Gender Equity;pp.191-213 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-3842-2.ch007" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-3842-2.ch007</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105032379633?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105032379633?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Aryan Y., Christ University, Delhi, India; Aryan D.J., Christ University, Bangalore, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833733844-6; 979-833733842-2; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online