FROM LIKES TO BUYS: THE ROLE OF INFLUENCERS IN SHAPING CONSUMER PURCHASE INTENTIONS

AUTHOR – MS. AARTI JASWAL, ASSISTANT PROFESSOR AT DEPARTMENT OF COMMERCE, SANT BABA BHAG SINGH UNIVERSITY, KHIALA, JALANDHAR, PUNJAB, INDIA.

BEST CITATION – MS. AARTI JASWAL, FROM LIKES TO BUYS: THE ROLE OF INFLUENCERS IN SHAPING CONSUMER PURCHASE INTENTIONS, ILE MULTIDISCIPLINARY JOURNAL, 4 (2) OF 2025, PG. 160-166, APIS – 3920-0007 | ISSN – 2583-7230

Abstract

Although influencer marketing has grown to be a crucial part of modern marketing techniques, research on how it affects consumer purchasing decisions is still ongoing. With a focus on emotional appeal, social influence, and brand loyalty, this study attempts to investigate the fundamental processes by which influencer marketing affects consumer behavior. In order to determine the emotional resonance and perceived authenticity of influencer messages, this study used a mixed-methods approach, combining quantitative surveys and qualitative interviews to examine consumer reactions to influencer endorsements across a range of product categories. Research indicates that when influencers are seen as relatable, genuine, and consistent with the brand’s ideals, consumers are more likely to make a purchase.The study also looks at how customer trust and decision-making are influenced by influencer-brand congruence. By providing insights for marketers looking to leverage influencer relationships’ potential to increase brand preference and customer loyalty, this article advances the theoretical knowledge of consumer engagement in the digital age.

Keywords: Influencer marketing, consumer, consumer behavior, brand, buying decision, digital age.