Influencer marketing and purchase intention

Abstract

Over the last several years, influencer marketing has been enjoying a surge in popularity, and it is anticipated that it will become the marketing approach of choice for the subsequent years of the 21st century. When it comes to influencer marketing, previous research has mostly concentrated on identifying influencers and determining whether or not they are seen to be trustworthy. In order to be influential and to determine whether or not the influencer is capable of promoting the product to the target audience in an appealing manner, it is necessary for there to be a match between consumers and influencers in the field of marketing. Using quantitative empirical research, we conducted a survey over 200 people to determine how they evaluate the experience of a particular influencer. It provides theoretical and practical implications for the effectiveness of influencer marketing strategies. Marketers can make informed decisions on which influencers to collaborate with and how to tailor their campaigns for maximum impact. Additionally, the research findings can also help influencers themselves understand the factors that contribute to their success, guide them in building stronger relationships with their audience, expand their understanding of influencer marketing, and emphasize its role in driving consumer behavior.