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Published Paper Details:
Influencer Marketing Strategies and Theoretical Insights: Examining Their Impact On Consumer Loyalty and Purchasing Behavior
Authors
Dr. Surbhi Jain,Ms. Ritu
Downlaod Center
Keywords
Influencer marketing, Consumer Buying Behaviour, consumer Loyalty, influencer marketing strategy, Social Media
Abstract
Nowadays, influencer marketing has developed as a widespread and effective way for companies to reach their prospective buyers. However, there is limited research on the effect of influencer marketing on consumer buying behavior. This study aims to address this gap in the literature by exploring the effectiveness of influencer marketing on consumer buying behavior and the factors that influence its impact. The study surveyed consumers and analysed data from social media platforms to examine the influencer marketing strategies and their impact on consumer buying behavior and consumer loyalty. The findings of this research showed that consumers perceive influencer marketing positively, trustworthy and found more engaging than traditional forms of advertising. Besides, the study discovered that the use of influencers by companies have positive impact on consumer decision-making and brand loyalty. However, ethical considerations were also recognized, with some consumers expressing concerns about the transparency of influencer marketing and the truthfulness of the influencers' endorsement. In total this study provides valuable insights into the impact of influencer marketing strategies on consumer buying behavior & consumer loyalty. It also highlights the need for brands to carefully consider the selection of influencers and their marketing strategies to ensure their campaigns are effective and ethical.
IJCRT's Publication Details
Unique Identification Number - IJCRT2411873
Paper ID - 277629
Author type - Indian Author
Page Number(s) - h856-h863
Pubished in - Volume 12 | Issue 11 | November 2024
DOI (Digital Object Identifier) -
No Of Downloads - 120
Author Country - India, 110086, DELHI, DELHI, 110086, Commerce All
Publisher Name - IJPUBLICATION | www.ijcrt.org | ISSN : 2320-2882
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Dr. Surbhi Jain,Ms. Ritu, "Influencer Marketing Strategies and Theoretical Insights: Examining Their Impact On Consumer Loyalty and Purchasing Behavior", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.12, Issue 11, pp.h856-h863, November 2024, Available at :http://www.ijcrt.org/papers/IJCRT2411873.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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