Role of Influencer Marketing in Consumer Purchase Decisions: A Bibliometric Analysis and Discourse
Neeraj Bhanot (Assistant Professor), Harshika (Student), Sanyam Prasher (Student)
Mittal School of Business, Lovely Professional University, Punjab, India
Abstract:
In today's digital age, the power of influencer marketing has an important place and determines customer decisions in different sectors. This compendium delves into the complex world of influencer marketing, informed by a comprehensive analysis of the latest research in the field. With this research, we aim to re-veal the important role of employees in the formation of consumer behaviour and purchasing intention. Our journey begins by revealing the impact of an influencer's presence on multiple platforms on behaviour, showing how messaging influences emotions and behaviour. Know the connection to the affected person. Additionally, we examined the claim of polarizing influencers' identity by revealing how the debt issue leads to defensiveness that impacts on influencing marketing strategies that deliver a unique network of customer loyalty, consumer behaviour and purchasing behaviour. We explore the hidden gems in retail live streaming and marketers' social media presence, revealing their impact on offline purchasing decisions beyond the digital world. By exploring interpersonal interactions, we show how interpersonal interactions influence brand perceptions and communication outcomes. We also carefully examine the influence of creators on information followers according to the balance between business and reality. We present the next list, revealing the difficulty of uncovering practices in the influencer industry, their small impact on various dimensions of reality, and the impact of stakeholders' needs. Combining recent research studies, this cornerstone provides guidance to business leaders as they navigate the dynamic areas of business. By presenting small conversations between influencers, consumers, and brands, we provide experts with insights to increase business potential that are useful in guiding customer engagement and purchasing decisions.
