The Impact of Influencer Marketing on Consumer Behaviour

Abstract

Social media platforms have become an important marketing tool for brand promotion in recent years. Social media influencers distribute sponsored content with their following in order to help marketers promote their companies.  Unquestionably, establishing consumers' confidence and producing high-quality content are directly tied to influencers' capacity to generate reaction.  Otherwise, influencers won't be able to use their following to their advantage. Influencer marketing is the practice of promoting companies' goods and services using social media influencers, and it has been shown to significantly reduce customer scepticism.  According to the research, trustworthy content and recommendations from influencers boost brand loyalty and buy intentions by lowering customer scepticism.  The authenticity and realism of influencer material may increase customers' faith in firms and dramatically reduce consumer scepticism, according to findings from a poll of 214 participants in Konya that were examined using structural equation modelling.  Purchase intentions and brand loyalty rise as a result of this decrease.  The study sheds light on how consumer scepticism and influencer marketing tactics interact, highlighting how influencer marketing may lessen consumer cynicism and the ensuing benefits for brand loyalty and purchasing habits. The study's conclusions are especially significant in the current marketing landscape, where consumer cynicism is common and digital marketing tactics are becoming more and more crucial.  In this regard, the study shows how influencer marketing may be used to provide value for companies and grow their customer base, emphasising the need of trust and reality in influencer-business partnerships.  As a result, the research raises understanding of how companies may strategically use influencer marketing to favourably affect customer attitudes and choices.