KOGI STATE

Faculty of Management Sciences

Journal of MANAGEMENT

ISSN: 3212 - 3122

Nto, Chioma Philips O. PhD. & Kalu, Alexanda Ogbonna U.

Abstract

Influencer marketing is a marketing strategy that involves partnering with individuals who have a large following on social media platforms to promote products and services. This paper provides an overview of the impact of influencer marketing on consumer decision making. A systematic review of the existing literature was conducted to understand the effects of influencer marketing on consumer behavior. The findings reveal that influencer marketing has a significant impact on consumer decision making. Consumers are more likely to purchase a product if it is endorsed by a trusted influencer. The study also highlights the role of social media platforms in facilitating influencer marketing and its effects on consumer behavior.

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Keywords

Influencer Marketing, Consumer Decision Making, Consumer Behavior, Social Media Platforms, Product Endorsement

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