Published Paper Details:

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.