Understanding Influencer Marketing: The Role of Congruence between Influencers, Products and Consumers

Abstract

Influencer marketing has become a powerful tool for connecting brands with their target audience in the age of digital marketing. This study examines the dynamics of influencer marketing through an analysis of 120 respondents' survey responses. The results offer a sophisticated understanding of how influencers affect the attitudes and actions of consumers. According to the study, most respondents rely their purchasing decisions on the recommendations of influencers, demonstrating the persuasive power of these individuals. The most engaging content category is found to be product reviews, highlighting the significance of authenticity in influencer marketing. The study also highlights how important it is for morals and interests to line up as well as how influencer endorsements must be genuine and transparent. The practical ramifications of these insights guide the tactics and decisions of marketers, influencers, regulatory agencies, and consumers in the always changing field of influencer marketing. This study provides a useful road map for stakeholders in this rapidly evolving industry and advances our understanding of the reach, efficacy, and ability to change consumer behavior of influencer marketing.

Keywords: Influencer Marketing; Consumer Behavior; Perception; Product Reviews; Values Alignment; Authenticity; Digital Marketing

DOI: 10.7176/IEL/14-1-04

Publication date: January 31^st 2024