INFLUENCER ENDORSEMENTS AND THEIR INFLUENCE ON CONSUMER PURCHASING CHOICES: A LITERATURE-BASED INVESTIGATION
Keywords:
Influencer Marketing, Social Media Influencers, Consumer Purchase Decisions, Endorsement Effectiveness, Digital Marketing, Trust and Authenticity,,Abstract
Influencer marketing has become a powerful tool for influencing consumer attitudes and purchasing
decisions in the current digital economy. Customers are regularly exposed to influencer endorsements
as a result of the growing dependence on social media for product discovery and decision-making.
Influencers usually serve as reliable bridges between viewers and brands. Through a thorough
examination of the literature, this study investigates the impact of influencer endorsements on
consumer purchasing decisions. The review examines important elements like trust, authenticity,
credibility, transparency, and emotional connection, drawing on ideas like the Theory of Planned
Behavior, Parasocial Interaction (PSI), and Source Credibility Theory. Results indicate that
consumers' purchase intent is greatly enhanced by influencers who are seen as genuine and
trustworthy, particularly among Gen Z and Millennials. A conceptual framework for further empirical
research is suggested in the paper's conclusion, along with useful takeaways for marketers and
decision-makers.
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