The Effectiveness of Influencer Marketing in Shaping Consumer Perceptions and Purchase Intentions

Abstract

Consumer perceptions and purchase intentions are integral components in shaping the success of marketing strategies globally. This study investigates the effectiveness of influencer marketing in influencing these critical aspects of consumer behavior. Drawing on diverse cultural contexts, including the USA, Canada, Europe, and Africa, the research explores the impact of influencers on consumer attitudes and decisions. Influencer marketing has emerged as a powerful strategy, particularly with the rise of social media, where influencers endorse products and share experiences. Trust and authenticity play pivotal roles in this relationship; consumers are more likely to trust influencers they perceive as genuine and transparent. The study delves into the nuances of influencer marketing, considering factors like influencer size, content niche, and engagement levels. Interactive content and immersive brand experiences contribute to positive consumer perceptions and purchase intentions. Despite the benefits, challenges such as transparency and authenticity are acknowledged. The research contributes to theory by grounding the study in the Social Influence Theory and explores the practical implications for marketers, emphasizing the importance of strategic influencer selection. The study indirectly addresses potential policy considerations related to transparency in influencer endorsements. The findings offer valuable insights for industry practitioners seeking to enhance the impact of influencer marketing in an evolving digital landscape. Additionally, the study empowers consumers by highlighting the significance of authenticity, trust, and perceived similarity in their decision-making process. Future research directions include exploring cultural variations, the long-term effects of influencer marketing, and emerging trends in technology. Overall, the study contributes comprehensively to understanding the intricate relationship between influencer marketing, consumer perceptions, and purchase intentions.