" Psychological Dynamics of Influencer Marketing on Consumer Decision-Making: An Exploratory Study"

Registration ID: IJNRD_226551

Published ID: IJNRD2408155

DOI: Click Here to Get

Ms Chithra Lekshmi K S , Dr. R. Jayaseelan , Dr. S. Kadeswaran

Influencer Marketing, Online Marketing, Decision Making, Consumer Psychology, etc

Abstract: Influencer marketing have become most popular form of marketing strategy in recent years with brands choosing social media influencers to help promote their products and services. This novel marketing strategy uses the possibilities of the trust and reach that influencers have among the followers to influence buying decisions. It's important for marketers to understand the psychological factors at play in this type of marketing to make their campaigns more effective and engage consumers better. This study explores how influencer marketing affects the way consumers make decisions. It looks at the psychological factors that come into play when people follow and trust influencers on social media. By examining the relationship that influencers and their followers share, the research aims to understand how influencers shape opinions, preferences, and purchasing choices. The study uses a qualitative method which involves examining various online resources, databases, and research articles to gather information. The findings suggest that influencers can significantly impact consumer behaviour through establishing a sense of trust and connection. This study provides insights for businesses looking to use influencer marketing effectively to connect with and captivate their target audience. This research attempts to provide a thorough knowledge of the psychological impact of influencer marketing, presenting useful insights.

Published Paper   E-Certificate

Ms Chithra Lekshmi K S, Dr. R. Jayaseelan, & Dr. S. Kadeswaran (August-2024). " Psychological Dynamics of Influencer Marketing on Consumer Decision-Making: An Exploratory Study". INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(8), b614-b617. https://ijnrd.org/papers/IJNRD2408155.pdf

Volume 9 Issue 8, August-2024

Pages : b614-b617

Paper Reg. ID: IJNRD_226551

Published Paper Id: IJNRD2408155

Downloads: 000121988

Research Area: Social Science and Humanities 

Country: GANAPATHY, Tamil Nadu, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2408155.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2408155

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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