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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64283
Volume:
10 |
5 |
May 2026
Pages:
1-6
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Commerce
Nehru Arts and Science College
Commerce
Nehru Arts and Science College
This study examines the relationship between influencer marketing and consumer purchase intentions in the digital era. With the rapid growth of social media platforms, influencers have become important intermediaries between brands and consumers. The research explores how factors such as influencer credibility, authenticity, trustworthiness, and content quality affect consumers’ attitudes and their intention to purchase promoted products. Data collected through surveys and analyzed using statistical methods highlights the significant impact of influencer recommendations on consumer decision-making. The findings suggest that effective influencer marketing strategies can enhance brand awareness, build consumer trust, and positively influence purchasing intentions, providing valuable insights for marketers and businesses in competitive online markets.
KEYWORDS
The study concludes that influencer marketing has a significant impact on consumer intentions in the digital marketplace. Social media influencers play an important role in shaping consumer perceptions, attitudes, and purchase decisions through their credibility, authenticity, and engaging content. The findings indicate that consumers are more likely to trust product recommendations from influencers they follow compared to traditional advertisements. Factors such as influencer reliability, relatability, and communication style strongly influence consumer behavior. Therefore, businesses can effectively use influencer marketing as a strategic tool to increase brand awareness, build consumer trust, and encourage positive purchase intentions in a highly competitive online environment.
1. Brown, L. (2021). Application of the Theory of Planned Behavior in Understanding Influencer Marketing's Impact on Consumer Purchase Intentions. Journal of Consumer Behavior, 20(2), 145-158. 2. Chen, S. (2021). Influencer Marketing in the Food and Beverage Industry: A Consumer Perception Study. Journal of Food Marketing, 42(4), 512-525. 3. Gonzalez, M. (2019). The Role of YouTube Influencers in Technology Product Purchase Intentions. Journal of Consumer Behavior, 20(2), 145-158. 4. González, M. A., & Reyes, L. R. (2018). Understanding consumer purchase intentions in Mexico: A study of retail preferences and online shopping behavior. Journal of International Consumer Marketing, 30(4), 287-301. DOI: 10.1080/08961530.2018.1497507 5. Johnson, L. (2018). The Impact of Instagram Influencers on Consumer Purchase Intentions in the Beauty Industry. Journal of Marketing Research, 25(3), 78-92.
Publication Date
5/30/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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