ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEW
In the digital era, companies rely on a strong digital presence to shape their reputation and engage consumers effectively. This study explores the impact of influencers on consumer behavior within the realm of digital marketing. The study employs a comprehensive literature review approach to del...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2025-05-01
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| Series: | Revista de Management Comparat International |
| Subjects: | |
| Online Access: | https://www.rmci.ase.ro/no26vol2/15.pdf |
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| Summary: | In the digital era, companies rely on a strong digital presence to shape their
reputation and engage consumers effectively. This study explores the impact of
influencers on consumer behavior within the realm of digital marketing. The
study employs a comprehensive literature review approach to delve into the
dynamic interplay between digital influencers, consumer decisions, and brand
promotion strategies. Through content analysis, this research aims to uncover
the nuances of consumer interactions with influencers in the digital landscape,
shedding light on the evolving nature of online marketing practices. The findings
are expected to provide valuable insights for companies seeking to optimize their
digital marketing strategies and effectively leverage the influence of digital
leaders on consumer behavior. |
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| ISSN: | 1582-3458 2601-0968 |