Impact of Influencer Marketing on Purchase Decisions

Influencer marketing has emerged as a dominant promotional strategy in the digital age, reshaping how consumers discover, evaluate, and purchase products. This study examines the impact of influencer marketing on consumers’ purchase decisions by synthesizing theoretical perspectives and empirical evidence. It investigates how influencer credibility, content type, platform characteristics, audience–influencer fit, and social proof affect consumer attitudes, trust, purchase intention, and actual buying behavior.