International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Role of Influencer Marketing in Consumer Decision-Making

Author(s) Dr. P. M. Shiva Prasad
Country India
Abstract The rapid growth of digital platforms and social media has significantly transformed the way businesses communicate with consumers and promote their products. Influencer marketing has emerged as an effective digital marketing strategy that enables brands to connect with target audiences through individuals who possess credibility, expertise, and a strong online presence. Unlike traditional advertising approaches, influencer marketing focuses on authentic content creation, personal recommendations, and relationship-building between influencers and consumers. The increasing dependence of consumers on online reviews, social media content, and peer recommendations has enhanced the role of influencers in shaping consumer perceptions and purchase decisions.

This article examines the role of influencer marketing in consumer decision-making by exploring how influencers affect consumer awareness, attitudes, trust, purchase intentions, and brand preferences. The study highlights the importance of influencer credibility, authenticity, content quality, and consumer engagement in determining the effectiveness of influencer-based promotions. Further, it discusses the opportunities provided by influencer marketing for brands, along with challenges such as lack of authenticity, fake followers, ethical concerns, and difficulties in measuring marketing effectiveness. The study is conceptual in nature and is based on secondary data collected from research articles, academic journals, books, and industry reports related to influencer marketing and consumer behaviour. The study emphasizes that influencer marketing has become a powerful tool for businesses seeking to build meaningful consumer relationships and enhance brand value in the digital era.
Keywords Influencer Marketing, Consumer Behaviour, Purchase Decision, Social Media Marketing, Digital Marketing, Brand Trust, Consumer Engagement.
Field Mathematics > Economy / Commerce
Published In Volume 7, Issue 2, March-April 2025
Published On 2025-04-09
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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