Influencer marketing effect on consumer behavior and brand loyalty

Abstract

In the digital marketing sector, influencer marketing has emerged as the most effective tool in our digital age that businesses use to sell their brands, radically transforming how brands interact with customers and how consumers perceive and position that brand in their minds. This research aims to investigate the multiple effects of influencer marketing on consumer behavior and brand loyalty, with a focus on a certain age group of young adults ranging from 17 to 35. Using quantitative surveys to further understand customers perception of the new era of digital marketing. The study also aims to determine if social media influencers have the biggest influence on customer purchasing behavior. According to the findings, the impact of social media influencers on customer purchasing behavior relies on whether opinions on that certain influencer are negative or positive Consumers with positive thoughts and attitude towards a social media influencers are more likely to purchase what is advertised by them than consumers with negative attitudes toward social media influencers, who would refrain from purchasing that product purposely. Factors that build trust and gives credibility to a social media influencer include the consumer's sense of connection, honesty, and the fact that the social media influencer markets items / services in their area of expertise which can make it feel less than an AD and more of a recommendation to the followers. What society's views, opinions, and experiences with the phenomena look like WoM have been demonstrated to have a substantial impact in influencing customers' purchasing habits and attitudes. Respondents appear to have more faith in their surroundings than in social media influencers. Preliminary studies indicate that influencer authenticity and engagement levels greatly impact consumer purchase decisions and loyalty to businesses.