The Impact of Influencer Marketing on Brand Perception and Consumer Purchase Intentions: A Social Influence Theory Perspective

Authors

  • M. Saritha Degree Lecturer in Commerce, TSWRDCW Bhupalpally, Kakatiya University, Warangal Author
  • P. Anupama Degree Lecturer in Commerce, TSWRDCW, LB NAGAR, Osmania University, Hyderabad Author
  • S. Jalaja Degree Lecturer in Commerce,TSWRDCW Bhupalpally, Kakatiya University, Warangal Author
  • Reena Thakur Degree Lecturer in Commerce, TSWRAFPDCW BHONGIR, Mahatma Gandhi University Nalgonda Author

DOI:

https://doi.org/10.61841/87w3fs16

Keywords:

Influencer Marketing, Brand Perception, Consumer Purchase Intentions, Social Influence Theory, Marketing Strategies, Normative Influence

Abstract

This research explores the impact of influencer marketing on brand perception and consumer purchase intentions through the lens of Social Influence Theory. In the digital age, influencer marketing has become a crucial strategy for brands aiming to shape consumer attitudes and drive purchasing decisions. Social Influence Theory provides a framework for understanding how influencers, as social agents, affect consumer behavior by leveraging both normative and informational influence. This study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews, to assess how influencer endorsements alter brand perception and influence purchase intentions. The findings indicate that influencers significantly impact brand perception by enhancing credibility and relatability, which in turn affects consumer purchase intentions. The research contributes to the understanding of the mechanisms through which influencer marketing operates and offers practical insights for brands seeking to optimize their marketing strategies in alignment with Social Influence Theory.

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Published

28.02.2019

How to Cite

The Impact of Influencer Marketing on Brand Perception and Consumer Purchase Intentions: A Social Influence Theory Perspective. (2019). International Journal of Psychosocial Rehabilitation, 23(1), 1287-1292. https://doi.org/10.61841/87w3fs16