Analysis of how Influencer Marketing can impact consumer behavior
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | buying decisions buying factors Consumer behavior influencer marketing |
| Online Access: | http://dolgozattar.uni-bge.hu/57765 |
| Kivonat: | This thesis examines the impact of influencer marketing on consumer behavior, highlighting its growing significance in the digital marketing landscape. The study explores how influencers shape purchasing decisions, brand perceptions, and consumer trust through their social media platforms. Key factors such as authenticity, engagement, and relatability are analyzed to understand their role in driving consumer responses. By synthesizing insights from case studies, surveys, and existing literature, the research identifies the psychological and social mechanisms underlying consumer interactions with influencers. Findings reveal that influencer marketing can effectively increase brand awareness, foster emotional connections, and influence purchasing intent, offering valuable strategies for businesses seeking to enhance consumer engagement and loyalty. |
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