Impact Of Influencer Marketing On Consumer Buying Behavior

Abstract

This Literature Review Examines The Influence Of In- Fluencer Marketing On Consumer Behavior Through Various Empir- Ical And Meta-analyses On Influencer Marketing. Influencers Affect Consumer Attitudes And Purchase Intentions Positively Because Of Personal Perceptions Like Credibility, Levels Of Trust, Message Quality, Levels Of Engagement, Popularity Of The Influencer, And Parasocial Relationships. Two Main Mediators Are Trust And Authenticity, As High Credibility, Including Genuineness And Devotion Towards The Brand Can Build Bund Perceptions And Impulse Buying, Particularly In Millennials And Gen Z Responders. Content Qual- Ity And Influencer Popularity Can Escalate Personal Engagement Towards Influencers And Consequently Branding Effectiveness. Specific Common Characteristics Include Immediate Effects From Influencer Strategies On Consumer Attitudes, Brand Resonance And Purchase Behavior Across Product Categories (i.e., Fashion, Fitness, Technology). Parasocial Connections In Influences Take On The Form Of Consumer Attitudes And Connections And Switch It Into Purchase Action. The Literature Review Provides Limits Related To Influencer Marketing, Limitations Of Declining Effectiveness Of Influencer Content That Are Valued Above Influencer Marketing Or An Authentic Disclose Apart From Simply Promotional Offers). The Literature Review Outlines Ethical And Regulatory Concerns About Authenticity In Influencer Marketing, And Whether The Accent Is On The Message Or Brand, Instead Of Audience. Likewise Accurate To Influencer Marketing On The Growth Of Representing Cultural (and Often Platform-specific) Targets And Differences In Relation To Influencer Marketing Strategies, And The Platforms To Best Utilize Them (for Example, TikTok).

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