The Influence of Influencer Marketing on Consumer Purchase Decisions

DOI

10.2991/978-94-6463-408-2_49How to use a DOI?

Keywords

Marketing landscape transformation; Social media platforms; Influencer marketing; Social media influencers

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Meng Yuan
PY  - 2024
DA  - 2024/05/07
TI  - The Influence of Influencer Marketing on Consumer Purchase Decisions
BT  - Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)
PB  - Atlantis Press
SP  - 435
EP  - 441
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-408-2_49
DO  - 10.2991/978-94-6463-408-2_49
ID  - Yuan2024
ER  -