The Influence of Influencer Marketing on Consumer Purchase Decisions

Meng Yuan ()
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Meng Yuan: Chinese University of Hongkong

A chapter in Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024), 2024, pp 435-441 from Springer

Abstract: Abstract In today’s digital age, influencer marketing has emerged as a powerful tool for brands to connect with consumers. This article explores the significant impact of influencer marketing on consumer purchase decisions. We delve into the mechanisms through which influencers influence consumer choices, the factors that make influencer marketing effective, and the implications for businesses seeking to harness this strategy. Through a comprehensive examination of the subject, this article sheds light on the evolving landscape of marketing in the age of social media.

Keywords: Marketing landscape transformation; Social media platforms; Influencer marketing; Social media influencers (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-408-2_49

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DOI: 10.2991/978-94-6463-408-2_49

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