The Impact of Influencer Marketing Strategies on Consumer Buying Behaviour

Abstract

This research paper explores how influencer marketing is changing and its effects on consumer behaviour and brand loyalty. Building on a comprehensive literature review, the study formulates and tests hypotheses about the strong impact of influencer marketing strategies on purchasing decisions and loyalty. Using a quantitative method, data were collected via a Likert-scale questionnaire from a diverse sample, and statistical analysis was used to assess the hypotheses. The findings provide solid evidence of influencer marketing's substantial effect on consumer preferences, buying behaviour, and brand loyalty. Additionally, the study offers detailed insights into the specific elements of influencer marketing that resonate with consumers, offering valuable guidance for marketing managers looking to enhance their strategies in the rapidly evolving digital landscape.