Proceedings of the International Management Conference
Year: 2024
DOI:
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Impact of Influencer Marketing on Consumer Behavior
Wójcik-Czerniawska Agnieszka, and Professor Grzymala Zbigniew
ABSTRACT:
The environment saw significant changes prior to the development of the Internet, which had a significant effect on people’s behaviour. In order to obtain a competitive advantage in the present highly competitive market, goods and amenities are becoming increasingly customised. Marketing as a strategic position inside an organisation is one of the necessities of modern business, and the development of communication technology has given marketing operations a new framework. As social networks have developed, e-marketing—a whole new kind of marketing—is emerging quickly. People have started actively creating material on social networks, which has altered the way we interact. Businesses used to find this truth alarming since it meant they would have no control over their communications, but nowadays they actively encourage people to engage in social media communications. According to this new marketing theory, “influencers” have a far bigger impact on consumers. This article focuses on how “influencers” affect customer behavior. The study examines how customers view “Influencers” and whether or not that perception influences their choices. Consequently, the purpose of the article is to demonstrate the effects of “Influencers” on customer behavior and ascertain how these effects affect the purchasing choices of customers.
keywords: consumer behavior, influencers, innovation, marketing, social networks