Influencer Marketing Impact on Consumer Behavior: Trust, Authenticity, and Brand Engagement in Social Media

This abstract summarizes recent research on the influence of social media influencers on consumer behavior. Three key studies are highlighted: one exploring the impact of different categories of female social media influencers on consumer credibility and purchase intention, another investigating the psychological mechanisms underlying influencer marketing, and a third examining the moderating role of cultural factors on influencer-consumer relationships. The studies emphasize the multifaceted nature of influencer marketing and underscore the importance of considering influencer types, psychological processes, and cultural differences in designing effective marketing strategies. Themes such as influencer credibility, psychological mechanisms, and cultural moderation emerge as significant factors shaping consumer behavior in the digital age.

• Publication year

  2024

• Venue

  Journal of Advances in Accounting, Economics, and Management

• Publication date

  2024-03-29

• Fields of study

  Not labeled

• Identifiers
  DOI 10.47134/aaem.v1i3.180
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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