The Impact of Social Media Influencers on Consumer Decision-making and Brand Loyalty in Online Shopping

Author(s)	Dr. Harishchandra S B
Country	India
Abstract	The conceptual background of the influence of social media influencers on consumer decision-making and brand loyalty in online shopping is grounded in theories of social influence, Highlighting the influence and authority of credible and trustworthy influencers within clearly defined reference groups. These influencers leverage their expertise, user-generated content, and interactive engagement to bridge information gaps, create social proof, and empower consumers, ultimately fostering brand loyalty and shaping purchasing decisions in a contemporary form of word-of-mouth marketing.
Keywords	influencers, credible, gap, online shopping, contemporary, purchasing, consumer
Field	Business Administration
Published In	Volume 3, Issue 3, May-June 2021
Published On	2021-06-11
Cite This	The Impact of Social Media Influencers on Consumer Decision-making and Brand Loyalty in Online Shopping - Dr. Harishchandra S B - IJFMR Volume 3, Issue 3, May-June 2021.

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International Journal For Multidisciplinary Research