The Influence of Influencer Marketing on Consumer Decision-Making in Purchasing Products

Abstract

The development of digital technology has changed the way businesses market their products, particularly through social media. Businesses often use influencer marketing because it is believed to change the way people act by building trust and closeness between influencers and their followers. Using a literature review of five national journals, this study aims to examine how influencer marketing influences consumer purchasing decisions. The study found that influencer marketing significantly influences consumer purchasing decisions, especially when combined with additional components such as content marketing, brand image, and psychological factors like fear of missing out (FOMO). However, according to one in five studies, influencer marketing does not supportinfluencer marketing.