The Role of Digital Word-of-Mouth and Influencers in Shaping Consumer Decisions

Abstract

The development of digital technology has brought changes in consumer behavior and modern marketing strategies. This study aims to descriptively examine the relationship between electronic word of mouth and influencer marketing on consumer purchasing decisions in the digital era. Using a descriptive analysis method based on a literature review, this study examines several recent studies that highlight the influence of influencer credibility, e- WOM information quality, and digital social interactions on purchasing intentions and decisions. The results of the analysis indicate that e-WOM acts as a means of communication between consumers that increases trust, reduces risk perception, and strengthens confidence in a product. Meanwhile, influencer marketing functions as a persuasive medium that builds emotional connections between consumers and brands through social identification and content authenticity. Practically, the results of this study provide recommendations for marketers to design communication strategies that emphasize content authenticity, influencer credibility, and active consumer involvement in spreading e-WOM organically. Thus, this study contributes to the development of a more effective digital marketing concept, based on trust and social participation in contemporary social media.