Assessing the Role of Influencer Marketing in Shaping Customer Purchase Behavior

Abstract

The swift development of social media has changed the marketing behavior, and influencer marketing became a powerful tool for businesses to reach customers. Unlike conventional promotion, influencer marketing utilizes the credibility and engagement of social media influencers in shaping purchasing decisions. This research explores the influence of influencer marketing on consumers' purchasing behaviors, focusing on areas such as the credibility of an influencer, interaction, and content quality. A systematic survey was taken among 230 samples across India to examine consumer attitudes towards influencer marketing. The research utilizes a quantitative method, where influencer credibility, engagement level, and content quality are independent variables and customer purchase behavior is the dependent variable. Statistical analysis indicates that trust in influencers has a significant effect on purchase decisions, with high-engagement influencers having greater effects on consumer choices. The research finds that customers like to purchase products recommended by influencers they respect and feel are knowledgeable, authentic, and trusted. Furthermore, the research identifies the increasing importance of social media sites as a shopping platform where the brand ambassadors are influencers. The research indicates that businesses can improve marketing by making sure influencer partners for their business who represent their business value and customer expectations are thoroughly chosen. Through the use of influencer credibility and engagement, brands are able to build greater trust with consumers, which subsequently leads to increased conversion rates. The study offers important insight into the evolving dynamic of digital marketing and how influencers are at the center of shaping contemporary consumer behavior. The results provide strategic direction to companies looking to maximize the effect of influencer partnerships on their advertising.