CHAPTER2

REVIEWOFLITERATURE
2.1 Introduction
The present chapter comprises of the past studies pertaining to influencer marketing and
itsrelation with consumer buying behavior. The objective of this chapter is to assemble
theoutcomes of previous researches conducted by various researchers from time to time so
thatgaps can be acknowledged for this study. It also endows new insights to the researcher
for thepresent study. In this chapter, focus is given only to the standpoints which are
relevant withthe various objectives of the present research work. At the end, results of
various researcheswillbe comparedwithpreviousfindingsto make the appropriate
suggestions.

2.2 ReviewofPreviousStudies
There are various studies conducted in past related to current research. As the
influencermarketing is a recent phenomenon, the studies spanning from the year 2004 to
2022 has beenincludedhere.
Chen et al. (2004) conducted an empirical study to examine the influence of online
recommendations and consumer feedback on sales, using data collected from [Link] in
December 2003. The study aimed to determine whether the availability of consumer
responses andrecommendations of retailer would reduce consumer search costs. Three
categories of books were analyzed: 100 best-sellers, 352 popular books, and 241 less popular
books. Various statistical methods, including descriptive statistics, correlation analysis,
regression, and eviews, were employed to analyze the data. The findings revealed a positive
correlation between increased recommendations and higher sales, with recommendations
being particularly effective for lesser-known books. However, higher recommendations did
not necessarily translate into higher sales for more popular books. Additionally, the study
found a positive correlation between the number of customer reviews a book had and its
sales. Interestingly, there was no correlation observed between book sales and customer
reviews.

Hu et al. (2008)“conducted a study considering word-of-mouth (WOM) messages as a

significant marketing resource for both customers and marketers. They recognized WOM as a
reliable and effective metric for measuring customer loyalty and its implications for a

30
product's success. The study encompassed various forms of consumer-to-consumer
information exchange concerning product qualities, usage, and vendors. Online reviews, in
particular, provided by consumers who had previously purchased products, were identified as
a prominent source of information for both consumers and marketers. The objective of the
study was to investigate the impact of online reviews on sales. The research examined
quantitative and qualitative aspects of online reviews, including reviewer quality, exposure,
product coverage, and temporal effects. Drawing on uncertainty reduction theories and
transaction cost economics, a portfolio approach was adopted to assess the efficiency of the
online review market. The study revealed that consumers recognized the value difference
between favorable and unfavorable news and responded accordingly when reading online
reviews. Consumers paid attention not only to the number of reviews but also to related
information such as reviewer exposure and reputation. Reviews written by reputable and
more exposed reviewers had a more favorable impact on consumer response. However, the
influence of online reviews on sales gradually declined over time. Consequently, the study
suggested that firms did not require ongoing efforts to encourage customers to write reviews
beyond a specific time period following product release.”

Huang et al. (2010)“addressed the rapid growth of online reviewers and the challenge of
efficiently navigating through the abundance of information within a limited timeframe. They
identified the problem of identifying high-quality product reviews as an intriguing issue.
Solving this problem would offer two advantages: ranking reviews based on quality,
enhancing the user experience by allowing them to gain valuable insights from a few high-
quality reviews instead of sifting through irrelevant content, and automatically summarizing
user opinions. The study thoroughly examined previous research on quality forecasting,
focusing on various properties of product reviews based on their content. A model was
proposed to address this objective. The study discovered that product reviews could be
categorized into three groups: product reviews, retailer feedback, and commercial spam.
Additionally, the authors investigated the behavior of review authors on review platforms.
The study ranked all product reviews based on their quality and made an interesting finding:
review quality was influenced by both the content of the review and the behavior of the
review author. Three key features were identified for an ideal review author: expertise, seller
degree, and personal reputation, all of which contributed to higher review quality.”

Ramsunder (2011) studied the impact of social media-based marketing tools on

31
purchasedecisions in the automotive tire industry. The study aimed to a.) Understand the
key
elementscontributingtoaneffectivemarketingstrategyandb.)Gainanunderstandingofanideal
social media marketing strategy. The 594 respondents were predominantly buyers from
thefour major manufacturers of tires in South Africa, and the tires found their use in
severalindustries such as automobiles, farm equipment, agriculture, mining, construction,
etc. Theofficial study was conducted in the region of Pretoria. A conceptual framework
formed thebackbone for the qualitative analysis. A detailed and structured questionnaire was
developedto conduct the empirical investigation through a primary data collection exercise.
Findingsthat stemmed from descriptive statistics mainly focused on the usage of social
media by
therespondents:38%ofthemwereactivelyengagedonsocialmedia,indicatingthatorganizations
could leverage platforms like Facebook, YouTube, and Twitter to enhancebrandawareness.

Asamoah (2012)“highlighted the undeniable significance of loyal customers and their impact
on business profitability. The researcher acknowledged the challenges associated with
customer retention and explored various approaches used by marketers to establish strong
customer relationships. Loyalty schemes and discount cards were among the methods
employed to retain customers and influence their purchasing behavior. The study aimed to
examine whether the concept of issuing customer cards remained valid when customers
possessed multiple cards. Additionally, the study investigated factors that potentially
influenced the buying behavior of customers with multiple cards. Quantitative questionnaires
were distributed to customers at different shopping centers to collect data and address the
research questions. Key factors influencing customers' buying behavior were determined
based on the items that received the highest positive response in the questionnaires. The
results revealed that the buying behavior of customers with multiple cards was influenced by
factors such as time and money savings, respectful treatment, problem-solving capabilities,
and emotional connection. The issuance of customer cards as a recognition and retention
strategy was a common practice among retailers in Finland, leading to customers owning
multiple cards from various shops with similar business lines.”

Cheung and Thadani (2012) emphasized that the proliferation of new social media channels
has created fertile ground for communication. Consumers extensively utilize social
networking sites to express their opinions and share views about products and services they

32
have used. The primary objective of their study was to provide a comprehensive review of
existing research on electronic word-of-mouth (eWOM) communication. The study employed
two methods: a systematic electronic search and a review of selected management
information systems (MIS) and marketing journals. Forty-seven articles published between
2000 and 2010 were identified and analyzed. The study revealed that attitude, purchase
intention, purchase, and eWOM adoption were the most frequently investigated response
variables in eWOM communication. It distinguished itself by considering four variables in its
analysis, surpassing previous studies that typically focused on one or two variables.

Cui et al. (2012) “highlighted the significance of electronic word-of-mouth (eWOM)

communication as a primary source of information for consumers when considering new
product purchases. Online product review websites held substantial influence over buying
decisions, surpassing other media platforms. User-generated content, particularly online
product reviews, played a vital role in assisting customers in making informed choices and
exerted a powerful impact on new product sales. The study specifically examined the effect
of online reviews on the sales of consumer electronics and video games. Analyzing panel
data of 332 new products from [Link] U.S. website over a period of nine months, the
study found that the value of reviews and the quantity of page views significantly influenced
search products, whereas the quantity of reviews held more importance for experience
products. The impact of review volume on sales was primarily observed in the early stages
and diminished over time. Interestingly, negative reviews exhibited a greater influence
compared to positive ones. The study emphasized the importance of considering individual
factors within online reviews when introducing new products, thereby allowing marketers to
carefully evaluate their influence.”

Gupta(2013)explainedthatnumerousdomesticandinternationalmanufacturerswerepresent in
the Indian passenger automobile market. There were numerous options, and thebuyer had
the chance to make a logical choice. The objective of the study was to observe
thedifferentiating factors and the impact of the referencegroup on the purchasing
decisionsmade by car owners in the city of New Delhi. The study also aimed to examine the
effect ofprice and attributes of products on buying behavior. A structured questionnaire was
used tocollect primary data. 191 car users were selected using the convenience sampling
method. Afive-point scale was utilized to evaluate the replies in relation to each of the
variables of thestudy. The result showed that buying decisions for passenger cars were

33
affected by referencegroups. Mostly family members, friends, and relatives played a
significant role. In addition
tothese,[Link]
characteristics were cost, pricing, and a powerful engine. Customers believed that if the
costof the car were to be disregarded, they wouldchoose a high-end, stylish, and
powerfulpassengercar.

Hsu et al. (2013)“conducted a study to examine the impact of blogger recommendations on

online shopping intentions. The authors investigated the significance of the blog reader's
trusting belief in the blogger in relation to the perceived usefulness of the blogger's
recommendations. Additionally, they explored how the blog reader's perceptions influenced
their attitude and purchasing behavior in the online shopping context. The study involved 373
participants, and structural equation modeling was employed to analyze the collected data.
The findings indicated that blogger recommendations had a significantly positive effect on
online shopping intentions. The mediating factors of perceived trust and expertise were found
to influence the relationship between blogger recommendations and online shopping
intentions.”

Paquette(2013)carriedoutabroadreviewoftheliteraturetoexpandthebodyofknowledge in the
discipline. The researcherfocused on how retailers could extend theirmarketing
campaigns,reach out to themasses,expand theirbase,and thereby assistinincreased economic
benefits for the firm. While approaches had changed substantially formarketers, especially
after social media found acceptance and recognition, the author arguedthat new
developments had to better integrate with concepts like shopper marketing. Thevirtual brand
community had tremendous potential and should be leveraged by [Link]-
generatedcontenthadadifferentappealsinceitservedasanexpressionoftheindividualandcouldbe
[Link] added that consumer-
generated advertising was an extended application of user-generated content where
consumers created the brand. While concluding, the author urgedretailers tocreatively
engage theircustomers on socialmedia,therebyleadingtobetterbenefitsforallthestakeholders.

Ahmad et al. (2014) investigated to ascertain whether consumer recommendations had

afavorable or negative impact on final purchase decisions. Primary data was collected
fromcollege and university students as well as households in various parts of Karachi,
Pakistan,with a sample size of [Link] distribution andrankingwere used
34
toanalyzethe data and information gathered. In summary, the data showed that
recommendations fromfriends and family were the most trusted source when making a
purchase. It appeared that
therespondentshadinfluenceoverthepurchasingdecisionsoftheirfriends,family,and
[Link] was alsofound that customers' negative experiences with a
company'sproducts or services, as well as customers' comments (especially negative ones)
about thoseproducts or services, were two of the main causes of problems for businesses. In
the world ofe-commerce, viral marketing was becoming more widespread, particularly
among customersandpurchasers.

Durmaz (2014) stated that marketers needed to anticipate the needs of their target
consumersin order to differentiate themselves from the competition and succeed in the
market. Buyinghabitswereprofoundlyinfluencedby one'sfamily,social circle,andsocial
[Link] of consumers was increasing, leading to efforts to quantify the impact
of socialinfluences on their purchasing decisions. In the study, two provinces were randomly
chosenfrom each geographical area of Turkey, resulting in a total of seven provinces.
Interviewswere conducted in person with one hundred residents from each province, totaling
fourteenhundred respondents. The data obtained were then interpreted and analyzed using
computersoftware programs. The results of the study explored the impact of friends, family,
and co-workersonconsumerspending.

Hajli (2014) stated that consumers were increasingly utilizing social media platforms, suchas
online communities, for content creation and user networking. The researcher highlightedthe
potential business benefits that can be derived from studying social media platforms.
Byincorporating concepts from the technology acceptance model and exploring the effects
ofsocial media on trust, a new multidisciplinary framework was developed. The validity of
themodel was confirmed through SEM-PLS analysis, revealing the transformative role of
socialmedia in traditional e-commerce, leading to the emergence of social commerce. The
surveydatacollecteddemonstratedthatincreasedsocialinteractiononsocialmediaplatformscontri
butedtogreatertrustinbrandsanda higherinclinationtomake purchases.

Pinki (2014) conducted a study to gain insights into the fundamental drivers of
[Link]
haviorisinfluencedbyvariousfactors,includingdemographic,psychographic,andexternal
environmental factors such as societal and business factors. The study providedexplanations
35
and examples of key theoretical constructs such as initiators, influencers, [Link]
employed a concept-building approach toreinforce theoretical
[Link] fromthestudyhighlighted the multifaceted
natureofthefactorspresentin the consumer's immediate environment. The research emphasized
the importance for firms tounderstand the psychological aspects behind consumers' purchase
decisions. By gaining adeeper understanding of consumer behavior, firms can improve their
ability to interpret thediverse aspects ofconsumerbehaviorovertime.

Ranga and Sharma (2014) outlined influencer marketing as a significant tool in the field
ofmarketing. The study aimed to emphasize the importance of influencer marketing in
today'shighly competitive business environment, which presents challenges in effectively
reachingpotential buyers due to the abundance of substitutes available. The researchers relied
onsecondary dataobtainedfrom onlinesourcesfor [Link] highlightedthepositive
impact that influencers can have on businesses through activities such as blogging,social
media posts, sharing information on their accounts, and featuring guest posts on
theirplatforms. Based on the research, the top three social networking platforms in the
corporateenvironmentwereidentifiedasFacebook,Twitter,andGoogle+.Influencermarketingem
erged as a novel approach to engaging and influencing both existing and potential
buyersbyleveragingthepowerofinfluentialpersonalities.

Thangasamy and Patikar (2014) analyzed the factors that influenced the buying behavior
[Link] objectiveof thestudy wastoanalyzeconsumerbuyingbehaviortowards
selected durable goods in Nagaland and suggest measures for designing the
rightmarketingmix.A sample size of 300 respondents was selected, including only
marriedwomen who were at least 15 years old and under 60. The survey featured a few
durableproducts, including furniture, televisions, refrigerators, washing machines, and four-
[Link] authors discovered that customer decision-making differed depending on the
type ofpurchase. Brand preference, previous experience, and advertisement factors had the
greatestinfluence among the buyers. Retailer's recommendations also influenced consumer
buyingbehavior.

Wally and Koshy (2014)“highlighted the rapid pace of technological advancements and the
consequent shift of businesses and organizations to online platforms. With the widespread
adoption of internet-connected devices such as computers and smartphones, reaching
customers became easier and faster in the online realm. This transformation was largely
36
driven by the emergence and popularity of social media platforms. In the United Arab
Emirates (UAE), where internet access exceeded 80% and social media was widely utilized
for social and business purposes, the authors conducted an exploratory study to understand
the experiences of Emirati businesswomen who chose Instagram as a marketing platform for
their small businesses. A mixed-method approach was employed to collect data, including in-
depth interviews with nine female Emirati entrepreneurs aged 14 to 45, with those over 21
holding bachelor's degrees. Secondary data was gathered from various sources such as
academic and trade journals, books, databases, and newspaper reports. The study revealed
that Emirati women entrepreneurs effectively utilized Instagram, especially for home-grown
businesses. They found Instagram to be cost-effective, user-friendly, and offering extensive
coverage for their products. These businesswomen relied on relatives and friends to spread
information about their products, reflecting the influence of Emirati culture and tribal
communities. Instagram also provided a secure and private platform for Emirati women,
allowing them to engage in business without social stress or concerns about interacting with
strangers, particularly individuals of the opposite sex.”

Androulaki Ralli (2015) explained that online communities were taking up a

significantamount of time in people's lives. The YouTube Beauty Community had gained
substantialinfluence over the followers of YouTube Beauty Creators. The objective of the
study was to investigate the techniques employed by YouTube beauty creators to influence
their followers and identify the key characteristics that contribute to their influence. To gain
insights into the characteristics and approaches used by YouTube beauty creators in their
makeup videos, a model was developed for video observations. The study involved
observing twelve beauty channels and analyzing over 100 videos to identify eight novel
methods and characteristics employed by YouTube beauty creators to use influence over
their supporters. The study found thatinfluence could be wielded by anyone, but not
everyone could be considered a leader. Tobecomealeader,additional
[Link] asconfidence,flexibility, self-control, and others
were essential in forming a leader. The level of influence,methods used, and characteristics
displayed by YouTube beauty creators were influenced byfactors such as the blogger's
expertise, disclosure of offline identity, trustworthiness,
valuesystem,informationquality,andpersonalappeal.

Crowdtap (2015) reported on how influencers select brands for partnership and

37
highlightedthe factors that content creators associated with, their preferred brand
communication,
andvariousmetricsrelatedtoengagement,[Link]
yCrowdtap,amarketresearchfirm,andinvolvedinterviewswith59content creators in October
2015. The majority of the respondents were bloggers (81%), while 16%were short-form
content creators. The findings of the study shed light on the challenges facedby content
creators. For example, 29% mentioned that brands did not acknowledge the timeand effort
invested in creating premium content, and 25% felt that brands did not consider ortreat them
as professionals. Among the creators surveyed, 58% identified creative freedom
[Link]
opportunity would provide complete creative [Link] study concluded
withspecificguidelines,includingtherecommendationthatthecompensationstructureforinfluen
cers should align with the economy and the marketplace. This aspect was
deemedcrucialforfosteringongoingengagementbetweeninfluencers,brands,andconsumers.

Wang etal.(2015)conducted a study to explore the role of message content characteristicsin

consumers' attitudes and behaviors towards online buyer reviews. The research aimed
tocontribute to the existing knowledge on consumer responses to online customer
surveys,focusing on message attributes such as message composition and message valence,
and theirimpact on attitudes towards the review and product, the credibility of the reviewer,
andpurchase intention. The study involved a sample of 251 students from Southeast
University inthe United States. The researchers chose laptops as the experimental product,
as electronicitems are commonly purchased online and consumers heavily rely on online
reviews andcomments from previous users. The questionnaire used in the study consisted of
six keysectionsthatassessedattitudes
towardsreviews,purchaseintention,productevaluation,perceived credibility, message
importance, and message recall. The findings of the study notonly enhanced understanding
of online buyer reviews but also provided implications for otherformsofelectronicword-of-
mouth(e-
WOM),suchasonlinediscussionforums,socialnetworkingplatforms,andonlinetravelreviewsite
s.

Babic Rosario et al. (2016) conducted a study to examine the correlation between Twitter
word-of-mouth and the box office performance of movies that were promoted through

38
celebrity endorsements. Regression analysis was employed to analyze 196,344 tweets. The
study revealed a notable positive impact of Twitter word-of-mouth on the box office success
of movies that received celebrity endorsements. Furthermore, it was found that the influence
of Twitter word-of-mouth was particularly pronounced for movies with a lower budget.

Constantinides and Holleschovsky (2016)“highlighted the significance of blogs, social

networking sites, online communities, and customer review platforms as major sources of
information and empowerment for customers in their decision-making processes. Customer-
generated content (CGC) facilitated the sharing of opinions and experiences related to
companies, brands, products, or services, leading to the creation of extensive word-of-mouth
networks. In order for companies to effectively respond to customer reviews, it was crucial
for them to identify the platforms where customer reviews were posted, understand their
distinctive characteristics, and continuously evaluate their impact on customer purchasing
decisions. The study aimed to address two key questions: 1) Which characteristics of review
functions on online review platforms exerted the most influence on consumer purchasing
decisions? 2) What were the motives behind consumers searching for online reviews? An
online survey was conducted, gathering data from 422 respondents aged 16 to 63 using the
convenience sampling method. The study confirmed that online reviews were highly popular
among customers when considering a purchase, and they significantly influenced their buying
decisions. To enhance consumer reliance on reviews, the various review platforms should
focus on building trust, promoting website and service quality, providing sufficient
information, and offering a user-friendly design. The combination of purchasing and reading
reviews was deemed attractive due to its convenience.”

Ijabadeniyi et al. (2016) investigated the effect of green marketing on consumer

spendingpatterns in South Africa. One hundred people were surveyed using a mixed
quantitative anddescriptive strategy. In light of these findings, it was clear that the average
South African hada deep understanding of environmental problems. Green promotion was
found to be the mosteffective part of the green marketing mix at increasing consumer
awareness and inspiringaction. Many of the respondents gave their preference to buying
from stores that did well forsociety. Also, people who were asked preferred eco-friendly
goods over conventional [Link] the other hand, they were very price-conscious, which
influenced their purchasing [Link] turned out that neither low nor high income earners
were more sensitive to price, nor

39
didthosewithlesseducationthanthosewithmoreeducationhaveagreaterawarenessofenvironmen
taldegradationorgreenmarketing.

O'Connor (2016) stated that consumers seek quality information to assist them in
[Link],whospendasignificantamountoftimeonline,prioritize
social networks over other types of [Link] researcherreferredtoMillennial as nativesof
technology. The primary objective of this study was to examine the usage of
YouTubeamong Millennial, compare the roles of peer-reviewed content and branded
content in theMillennial buying decision-making process, and investigates the impact of
source [Link]-
structuredinterviewswereconductedwithMillennial who had diverse interests and passions
but were actively engaged with [Link] data obtainedfrom theinterviews was
analyzed using thematic [Link] indicated that millennia‘s' viewing habits
on YouTube encompassed a wide range ofuser-generated content. When searching for
product information on YouTube, millennial tendto prefer peer-reviewed content over
branded content. A key insight from the study revealedthatmillennialplacemore
trustinindividualsthanbrandswhenmakingpurchase decisions.

OlmedillaFernandezetal.(2016)describedhowtheriseofuser-generatedcontentfacilitated user
interactions, enabling them to easily share opinions and experiences.
Thisdevelopmentprovidedasupplementtotraditionalword-of-mouth(WOM)andwasrecognized
as a valuable marketing tool with a significant impact on consumer
[Link]
duetotheirpotentialinfluenceonconsumers'[Link] thisstudy
wastoidentifyinfluencersineWoM(electronicword-of-
mouth)groupsbyanalyzingtheircharacteristics of online involvement. The study aimed to
expand the factors considered whenidentifying influencers by gathering user-generated
content from eWOM websites. To collectrelevant data on social networking behaviors in
eWOM, a self-programmed crawler wasutilized. The findings emphasized the importance of
trust networks and considered factorssuch as the quantity and quality of readers and
reviewers. The study also suggested
thatinfluencers'specializationandcriticalcapacityhadminimalsignificance.

Woods (2016) stated that the advertisement industry underwent significant changes due tothe
expansion and evolution of social media platforms. The number of social media
40
usersconsistently increased. This study aimed to examine the utilization of social media
influencermarketing by brands. Thirteen individuals with experience in influencer marketing
from theNew York City advertising sector were personally interviewed in-depth over the
course of aweek. Convenient sampling was used to select the participants. Throughout the
30- to 45-minute conversations, the advantages and disadvantages of collaborating with
social [Link]
marketing,[Link]
with influencers presented challenges, the benefits could be substantial
whenexecutedcorrectly.

Zietek (2016) explained that influencer marketing became significant in fashion

marketing,particularly in the context of the advertising industry, where ad blocking posed a
majorproblem. The ad blocking propaganda had created a new challenge for fashion firms
toovercome. Influencer marketing had been identified as an effective promotional channel
toreach customers,considering the expansion of mobile usage andincreased time
[Link]
on between fashion businesses and influencers, as well as the difficulties faced byfashion
brand managers when engaging with influencers. Expert interviews were chosen asthe
qualitative strategy employed to accomplish this goal. Four fashion influencer
[Link]
keting: co-creation, long-term relationships, micro-influencers, and honesty. Followingthese
fundamental elements, several supporting factors were identified, including brand fit,visual
language, uniqueness, passion, price, credibility, creative freedom, and
continuouscommunication. The key finding of this study was thatworking with micro-
influencers wasan important element of influencer marketing. These influencers usually had
a strong sense ofauthenticity, wereexpertsintheirrespectiveprofessions,
andhadnofinancialmotivation.

Biaudet (2017) “observed that advertisers were contending for the limited attention of
customers, with the impact of traditional channels diminishing while digital media was
gaining prominence. As brands faced challenges in standing out among a crowded
advertising landscape, influencer marketing emerged as a daily exposure in the era of
digitalization. The study aimed to delve into the concept of influencer marketing, explore the
reasons for its utilization as a marketing tool, and examine the process of creating an

41
influencer marketing campaign on Instagram, focusing on the Finnish social media influencer
marketing agency Monochrome. The study employed a combination of secondary data from
literature sources and primary data gathered through semi-structured interviews. The findings
indicated that the inherent level of trust between consumers and influencers was difficult for
a brand to establish alone. Furthermore, the study revealed that companies could not exercise
full control over the marketing messages produced by influencers on social media platforms.
It was observed that 73% of Finnish Instagram users followed influencers, and one-third of
those exposed to influencer marketing made a purchase, making it a recommended marketing
tool for companies. Both theoretical and empirical research demonstrated that influencers
consistently disclosed content posted as part of brand collaborations.”

Cheah et al. (2017)“conducted a study to investigate the influence of social media

influencers on consumer behavior, focusing on factors such as credibility, attractiveness,
product compatibility, and meaning transfer. The research employed purposive sampling to
develop a data collection plan and analyzed data from 200 respondents using the Partial Least
Squares Structural Equation Modeling (PLS-SEM) method. Most of the hypotheses put forth
in the study were confirmed, indicating the significant impact of social media influencers on
consumer behavior. Additionally, the study identified the role of the consumer's attitude as a
mediator in the relationship between social media influencers and consumer behavior.”

DeVeirmanet al.(2017) studied the impact of a brand's followers and product

diversification on its attitude. The idea of the study was to find out whether the number
offollowers influenced the relationship between followers and influencers' likeability. The
studywas conducted in two parts. In the first part, relationships between followers and
followeeswere examined by creating an Instagram account for fictitious influencers and
using a five-point Likert scale. 117 Instagram users were recruited via M. Turk to participate
inthe study. The second part of the study focused on the relationship between the number
offollowers and product divergence. 118 female participants were recruited through M.
[Link] results indicated that a higher number of followers increased likeability.
Additionally,whena productattractedalarge numberofpeople,itwasperceivedaslessunique.

Gashi (2017) stated that with the power of information sharing shifting from businesses
toconsumers, social media has brought people from all over the world together.
Attractingclients had become increasingly challenging for businesses. To address this issue,
businesseshave started using social media influencers to influence clients' purchasing
42
decisions andfacilitate sales. While it has been claimed that social media influencers have an
impact onconsumers' purchasingdecisions,there waslimitedknowledge aboutthe extentof
theirinfluence at each stage of the purchasing process. The purchase decision process
consists of aseries of steps that buyers go through before making a purchase decision. A
qualitative
studywasconductedtogatherconsumerperspectivesandexperiencesontheinfluenceofsocial
media influencers. The study findings indicated that social media influencers were
deemedimportant in every phase of the purchasing decision-making process by consumers,
primarilydue to their ability toprovide content, attractiveness, knowledge, social identity,
and [Link] study suggested that businesses interested in engaging in influencer marketing
couldbenefit from understanding how consumers are influenced by social media influencers.
Thestudy made an original contribution by recognizing the impact of influencers
ateverystageofthe buying decision process.

Glucksman (2017) conducted research to recognize the crucial roles of influencers in

[Link]:
confidence, authenticity, and interactivity. The research methodology involved astep-
[Link],aqualitativestudywasconducted, which
included content analysis of social media influencers' posts. Specific
postswereselectedforanalysis,includingexperience-
basedscenariossuchasvideologsdocumenting a particular experience over several days. The
findings revealed that social media influencers were successful in promoting a lifestyle
brand whenthey conveyed authenticity and confidence in their communications. As a result,
brands couldexpecttocontinuetheirsocialmediamarketinginitiativesby
[Link]
uldcontinuetoplay a significantrolein building emotional connections with consumers
through socialmediainthefuture.

Hurt (2017) conducted a comparison between the influencers who worked with two
socialmediaagencies,SocialiteandInfluencerMarketingAgency (IMA).Thestudy
involvedanalyzing various posts shared by influencers affiliated with these marketing
agencies
[Link]
with 78 influencers, while IMA worked with 107 influencers. The researchfocused on the

43
analysis of the top five social influencers from each agency based on theirfollower count.
Content analysis was conducted on 40 Instagram posts from the year [Link] coded
content was assigned numerical measures, which aided in determining the level
[Link]
y tended to have more followers, especially when they featured images of well-known
brands. Consequently, influencers who were associated with brands and
[Link],thestudyrevealedthatthe
involvement of a third-person or a professional who captured photos of influencers,
whetherwithorwithoutbrands,hada greaterimpactandleverage.

Johansenet al.(2017) consideredthatmarketerswerestrugglingtofindthebestwayto influence

customers. Product placement, content marketing, and influencer marketing
[Link]
the effect of influencer marketing on consumers' purchase intentions and how itcompared to
regular online advertising. A questionnaire consisting of closed-ended questionsgraded on a
7-point Likert scale was prepared for data collection. The target populationcomprised 1461
Norwegian consumers aged between 16 and 54, selected through [Link] collected
data was analyzed using a two-sided t-test and ANOVA analysis. The study's findings
demonstrated that influencer marketing had a positive impact on consumers' attitudes
towards behavior, but it did not influence consumer subjective norms. Interestingly, the
results also indicated that influencer marketing did not directly affect consumers' purchase
intentions and did not prove to be a more effective marketing strategy compared to regular
online advertising.

Kyriakopoulou and Kitsios (2017) focused on the fact that more and more individuals
choseto spend their leisure time engaging in online social networking activities. Due to the
fast-pacedcultureandthedemandsitplacedondailylives,time-
[Link],customerslooked forfastandeasy
solutionsto
[Link],socialmediahadasignificantimpactonthewaycustomers
and advertisers connected. People utilized social media to interact with
[Link],individualsusedsocialnetworkingsitestocommu
nicate their thoughts, cautions, stories, and other bits of knowledge. The regular use ofsocial
media improved the online social and commercial experiences of many people. As aresult,

44
firms could deliver their goods in a pleasantsetting such as social networks, whichhad a less
direct approach to the client and aimed to improve their experience. The purpose
[Link]
hodswereusedtodeterminetheinfluenceon consumerbehavior,andsurveys were sent to active
social media users as part of the research. The results wereevaluatedtodemonstratethe
effectivenessofsocialmedia advertisingasa salestool.

Lim etal. (2017)explored the intermediary role of customer attitude in the

associationbetweeninfluencersandconsumers'[Link]
unt of key opinion leaders (KOLs) who acted as influencers in the Chinese context. The
sampleconsisted of Chinese citizens and employed a between-subject experimental study
design,where respondents were exposed to four cosmetic luxury products. The social media
platformLittle Red Book was used by KOLs in China. The respondent sample comprised 181
[Link]
t the hypotheses. The authors discovered that celebrity KOLs had a positive impact
onconsumers' attitudes, and there was also a positive correlation between product attitudes
[Link]
nfluenceoverattitudesand subsequentlyinfluencedpurchaseintentions.

LisichkovaandOthman(2017)investigated the connection between the characteristics

ofaninfluencerandthelikelihoodof
[Link]
umersfrom differentcountries,fromwhich the following findings were derived. Consumers'
intentions to make online purchaseswere influenced by perceived authenticity,
trustworthiness, validity, and credibility of theinfluencers. The research also revealed that in
addition to these influencer characteristics,other factors such as the need for the product,
prices, and recommendations played a role ininfluencingconsumers'online
purchaseintentions.

Meera et al. (2017) stated that studying online consumers' purchasing behavior is crucial asit
provides insights into consumer preferences and allows researchers to examine factors suchas
the timing of online purchases, consumer demographics, and attitudes towards
onlineshopping. The objective of their study was to investigate and evaluate consumer
purchasingpatternsinthecontextof
onlineshopping,specificallyfocusingontheperspectivesofSivakasi internet shopping
45
application users. The researchers surveyed 80 respondents usingpre-
[Link] to the age
group below 25years,with many being [Link] indicated a
promising future for e-retailers in India, particularly in urban [Link] retailers were
perceived to offer the best deals, high-quality products, and a hassle-free shopping
experience. The success of e-retail companies in India was found to depend onfactors such as
brand recognition, innovative and fair policies, and customer [Link] to the
survey, Snapdeal emerged as the most commonly used shopping site amongtherespondents.

Sudha and Sheena (2017) conducted a study on influencer marketing tools and their
impacton consumer buying processes in the fashion industry. The researchers first developed
[Link]
data was collected from 200 national-level respondents. Statistical analyses such aschi-
squaretest,cross-tabulation,[Link]
discovered a significant difference in the levels of influence at each stage of thedecision-
making process. Their study also supported age-based variations statistically. Thefindings
highlighted the significant impact of blogs on women's purchase intentions, as
wellasthecredibilitybroughtbysocialmediabloggersthroughtheirviewsandproductendorsements
onsocialmediaplatforms.

Baker (2018) noted that the preferences of millennial females regarding advertising
haveundergone significant changes in recent years. This has put pressure on organizations
toexplore innovative advertising options. Influencer marketing has emerged as one of the
mostcommonly used strategies in the beauty industry. The rise of blogging, particularly in
Ireland,has given birth to social media influencers who are considered the celebrities of the
currentgeneration. The objective of this study was to investigate the influence of social media
influencers on female millennial consumers in Ireland, specifically focusing on the beauty
sector. The study alsoaimedtoevaluate the attractiveness of social mediainfluencersfrom the
perspective offemale millennials and the effect of product matching. This study involved
conducting in-depth interviews with female millennial consumers who exhibited a strong
interest in both social media influencers and the beauty industry. An interpretive, inductive
approach was employed, and thematic coding was used tointerpret the respondents' views.
The survey revealed that social media influencer credibilitywas of utmost importance to
female millennial consumers. The attractiveness of a socialmedia influencer played a

46
significant role when promoting a beauty product. The study alsofound that millennial
consumers tended to disapprove of influencer-edited photographs
[Link]
with influencers to enhance the effectiveness of paid messages targeted at theiraudience.

Baramidze (2018) described how social media and digital marketing were widely
[Link]
ers to test and feature their products in videos and posts. The objective of the
studywastoconductatheoreticalandempiricalanalysisofinfluencermarketingandprovide
recommendations in this regard. YouTube influencers were examined in terms of the types
[Link] to
gather data from students in Georgia and Lithuania, with 354
participantsfromGeorgiaand447fromLithuania,[Link]
orgian and Lithuanian students reported watching YouTube influencer videos,
primarilyenjoyingvlogs,entertainment,tutorials,educationalcontent,[Link]
catedthatinfluencermarketingmethodshavetheirownstrengths,weaknesses,opportunities, and
threats. Customers tend to like and trust influencers who create
content,leadingtobrandslosingcontrolovertheproducedcontent.

Claesson and Tagt Ljungberg (2018) “explained that social media applications, such
asblogs, gained popularity with the advent of Web 2.0. Social media was seen as a tool
thatfacilitatedsharing,collaboration,andcollectiveactionoutsidetraditionalinstitutionalframewo
rks. The objective of their research was to gain insights into the engagement of young
consumers on Instagram, with a particular focus on social influence and influencer
marketing. Taking a qualitative approach from a social constructionist standpoint, the
researchers adopted an abductive methodology. They conducted ten semi-structured
interviews with female participants and employed content analysis to analyze the collected
data. The study centered around Instagram as the platform of interest, along with consumer
culture theory, social influence, and influencer marketing as key areas of investigation. The
main findings
werecategorizedintofourthemes:consumersinthesocialmediaworld,factorsinfluencingindividu
alchoices,uncertaintiesregardingsocialmediausage,andtheparticipants'perceptionofinfluencers.
Thestudyrevealedthatinfluencersinfluencedparticipants'purchasing decisionsby promoting
products. Italsohighlighted the connection betweensocial influence and the ability to

47
influence consumers consciously and unconsciously. Socialinfluence was found to exist
within the context of Instagram and had the power to impact userbehavior.”

Grafstrometal.(2018)explainedthatinfluencermarketingdiffersfromtraditionalmarketing
strategies such as digital marketing, celebrity endorsements, and print ads. It is
arelativelynewphenomenonwherecompaniesutilizeinfluencersasaneffectivetooltoengage their
target audience in a more efficient way. As millennials spend a significantamount of time on
social media, the researchers aimed to investigate the impact of influencermarketing on
Swedish millennial attitudes, with a focus on blogs and Instagram. The
studyinvolvedcreatingfocusgroupswithparticipantsfromthemillennialgenerationatJonkoping
[Link]
indexing. The findings of the study revealed that influencer marketing
influencedmillennialattitudesforvariousreasons,includingtheperceivedimportanceoftheinfluen
cer's advertisements, the level of authenticity and reliability conveyed in the
message,andtheinfluencer'sstyleevolution.

Hettiarachchi et al. (2018) “stated that the rise of social commerce has added complexity
[Link]
the persuasive power of followers and friends on social media platforms to
influencecustomers. The idea of their research was to examine the impact of social commerce
onconsumers,[Link] approach
in the form of a cross-sectional survey, collecting reliable data [Link]
researchers utilized Structural Equation Modeling (SEM) to analyze the data and test their
[Link] resultsindicated thatsocial commerce had a positiveimpacton allfive phases
of the consumer decision-making process, including identifying a need, gatheringrelevant
information, evaluating options, making a purchase, and being satisfied with thetransaction.
Therefore, the findings underscored the importance of implementing an
effectivesocialcommercestrategyforbusinesses.”

Kadekova and Holiencinova (2018) “stated that there has been a recent increase in
thenumber of individuals who actively follow influential figures tostay updated with
theircontent. Many businesses have recognized the value of partnering with such
personalities forendorsements,comments,[Link] still in its nascent
stage, influencer marketing has demonstrated its efficacy as a strategy for businesses to
effectively engage with their intended consumer [Link] objective of their study was to
48
critically examine
thepotentialofinfluencermarketingandexploretheroleinfluencersplayinshapingthepurchasingbe
haviors of Millennials and Generation [Link] study collected data from asample of 459
respondents from the Slovak Republic belonging to generations Y and [Link] tests such
as the Kruskal-Wallis Test,Fisher's ExactTest, and Dunn's Test of Contrasts were utilized to
analyze the data. The study's findings corroborated the hypothesis that there existed notable
variations between the two consumer generations concerning the impact of influencers on
their purchasing decisions. This suggests the presence of distinct marketing opportunities for
each generation.”

LeGiangNam(2018)describedinfluencermarketingasanalternativetotraditionalmarketing
approaches, particularly in the context of the evolving digital landscape. The studyfocused on
social media influencer marketing in Ho Chi Minh City. The author
emphasizedthatthecredibility ofinfluencers,thequality of theircontent,
therelationshipbetweeninfluencers and the products they endorse, and consumer engagement
all play a [Link] success of influencer
marketing largely depends on the trust and confidence that consumers have in these
influential opinion leaders.

Lou and Yuan (2018)“conducted a study to examine the impact of social media influencer
marketing on consumers. Their research introduced influencer value models that
incorporated advertising value and source legitimacy as important factors. An online survey
was administered to social media users who followed at least one influencer, and the
collected data was analyzed using partial least squares path modeling. The analysis revealed
significant associations between the informative value of influencer-generated content, the
influencer's reliability, physical attractiveness, likeability, and the level of trust that followers
placed in influencer-branded posts. The study also discussed the theoretical and practical
implications of these findings.”

Muller et al. (2018) examined the impact of influencer marketing onpurchase intention.
They highlighted that influencer marketing is an emerging channel foradvertisers due to its
potential for establishing a close connection with customers and drivingsales. The study
aimed to evaluate the configurations of perceptions of the advertisement, theinfluencer, and
the product that generate purchase intention. Through a systematic analysis
ofexistingliterature and the application of fuzzy setqualitative comparative
49
analysis,twodistinct configurations were identified that explained how these perceptions
work together toinfluence purchase intention. The findings indicated that influencer
marketing is not a wasteof money for companies, as customers still develop a purchase
intention even when theyrecognize the influencer's message as an advertisement. The
credibility of the influencer wasfoundtohavea
strongandsignificantassociationwithpurchaseintention.

Prasath and Yoganathen (2018)“highlighted the importance of social media marketing as a

means for businesses to engage with their customers. They emphasized that social media
marketing offers a broader reach compared to traditional media, making it a cutting-edge
advertising tool. The study involved 220 respondents, and a comprehensive quantitative
analysis was conducted using SPSS and the analysis provided by the web platform hosting
the questionnaire. The objective of the research was to examine the genuine impact of social
media marketing on the consumer buying decision-making process. Pearson's correlation was
utilized to test the hypothesis that social media marketing and consumers' final purchase
decisions exhibit a positive and significant correlation.”

Puotiniemi (2018) carried out a study to understand the methods through which
influencerscreate an impression in the minds of young people in Finland. Strong theoretical
constructswere developed as part of the study. Then research questions were given to add to
the body [Link]
15to24tounderstandtheawareness of influencer marketing, its level of usefulness, and the
means through whichfollowers tune into influencers on social media. The questionnaire with
15 questions wasadministered online and had 158 respondents. Findings stated that 58% of
the respondentsfollowed trends and influencers for beauty and fashion products. 46% of the
respondentsfollowed influencers for fitness-related purposes. Univariate statistics were used
for [Link] state that the target population was likely to engage with
influencers;
hence,marketersshoulduseinfluencermarketingasoneofthekeyavenuesforincreasingpurchases.

Sharma and Philip (2018)“characterized social media as a platform for sharing opinions and
socializing, offering various means such as blogging, photo uploads, and posting to engage
with others. Popular social media platforms mentioned included Instagram, YouTube,
Facebook, LinkedIn, WhatsApp, and Twitter. Social media marketing was defined as the
process of reaching customers through community engagement and empowerment via
50
different social media platforms. The study aimed to explore how the tourism industry
utilized YouTube videos to promote their brands and campaigns, as well as examining the
growing trend and influence of YouTube as a powerful medium in digital marketing. Face-to-
face interviews were conducted with ten industry professionals, either at their offices or via
Skype, and email communication was used to facilitate the study. Data analysis was
performed using Microsoft Excel 2007. The research was supported by a case study involving
an Australian internet marketing company called Lead Creation,which provided valuable
insights from internet marketing experts. A sample of 107 members from the Lead Creation
alumni group was selected, with 90% of the respondents agreeing that digital tools like social
media had a significant impact on business practices, while 10% disagreed. The study
highlighted the potency of YouTube as a marketing platform, as videos were ranked second
in search engine results after Google. However, the study also cautioned against relying
solely on YouTube for marketing purposes, emphasizing the importance of a diversified
marketing approach.”

Ta (2018) emphasized that social media had become a crucial platform for brands'
marketing activities. While companies were already engaging in regular practices on social
media channels, at that time, many organizations were expanding their digital marketing
strategies into two distinct branches: affiliate marketing and influencer marketing. The study
aimed to provide an analysis of influencers' bloggingpatterns that impacted the buyers’
decision and to find out the association between bloggers'recommendations and buyer
behavior. This research also aimed to analyze the determinants thatwere capable of changing
a buyers’ decision. Two focus groups that included millennials andinfluencers were
included to find out the results. The discussion method was adopted, and aset of ten pre-
structured questions was included to collectinformation. Ten people weredivided into two
groups, each consisting of five people of an age range between nineteen andtwenty-
[Link] werethemostimportantchannels to attract
blog traffic. Female respondents viewed influencers as opinion
leaders,[Link]
rhadmoreexposuretotherecommendationsofbloggers,theirconsumptionbehaviorwouldbemore
influenced.

Voramontri and Klieb (2018) investigated the role of social media in consumers' decision-
making processes. An empirical investigation was done to access the impact of social

51
mediaonconsumers'decision-
[Link],alternative appraisal, and purchase
decision were included in this model. A quantitative studyexamined how social media
affected people's lives. There was a direct relation between theusage of social media and
customer satisfaction in the beginning phases of the decision-making process as well as in the
final purchase and post-purchase assessment phases. Amonginternet-savvy customersin
SoutheastAsia,thestudy focusedonly on actual
consumerpurchasesandexcludedabandonedsearchqueries.

Vienna Baranow (2019)“observed that the trend of adopting a healthy and fit lifestyle has a
rich historical background. With numerous individuals utilizing social media to share their
personal stories and offer advice, there is a significant amount of fitness and health-related
advertising on these platforms. This content motivates and inspires viewers, particularly
teenagers, to enhance their own lifestyles by following similar practices. The primary aim of
the study was to identify the influential factors that impact the trust of followers. Empirical
research was conducted to obtain insights into the research question, and a detailed
questionnaire was prepared for in-depth analysis. A survey method was adopted to identify
the factors that affected trust amongInstagram users of fitness influencers. A Likert scale was
used for most of the questions. 136Instagram users and followers of one or more fitness
influencers were chosen for the
[Link]
aswellasinfluencerstobehonestandselflesstowinthebuyer‘strust.”

Bognar et al. (2019) considered that celebrities were employed by advertisers as a means
ofraisingbrand recognition. People frequently believedin celebrities and wished to be
likethem, which was the cause of this. Influencer marketing used a similar strategy, but
instead
ofemployingfamousactors,athletes,orartists,theyusedsocialmediastarswhowererecognizedlead
[Link] they hada
[Link] purpose of the study was toclarify thefunction and significance of
influencers on consumer behavior and to determine how stronglysuggestions made by
influencers might alter consumers' views and purchasing behaviors. Awell-
organizedsurveyquestionnairewascreated.Inordertoprocesstheprimarydatagatheredfrom200re
spondentschosenatrandomusingtheconveniencesamplingapproach,a descriptive statistics

52
analysis was performed. Latent variables were used, which were joinedby
measurableindicators, and thefocus of the study wason how consumers reacted toinfluencers'
suggestions for using commonly used consumer items. As a result, there was afavorable
correlation between the influencer and the customer's view of the product.
Theinfluencer'srecommendationsencouragedcustomerstodecidequicklywhilemakingpurchases
.

Botelho (2019) studied the role of influencers in the highly fickle cosmetics industry. In
thisresearch, the effects of various content disseminated by influencers, in the form of
blogs,comments, and videos, on consumers' purchase intentions were studied. The sample of
338respondents was surveyed through an online questionnaire administered using Qualtrics,
acredible online platform. The authors used a 7-point Likert scale to measure the degree
ofagreement of the consumers with various statements. The statements formed the
foundationforsevenconstructs:likability,expertise,trustworthiness,argumentquality,homophile
,interactivity,[Link],249peoplewhofollowed influencers
were considered; most of the respondents belonged to the age range of 18 to 34years.
Findings supported the various hypotheses advanced as part of the study: the authorsfound
that consumers bought cosmetics if they identified strongly with the influencers,
andevidencealsosupportedtherelationbetweenthequalityofthecontentandpurchaseintentions.

Cernikovaite(2019)exploredinfluencermarketing'sinfluenceoncustomerpurchasingbehaviora
[Link],ananalysisof literature as
well as statistical analysis of empirical data was conducted. According to astudy in Lithuania,
the majority of respondents used social media to collect information abouta desired product
or service before making a purchase. It was also shown that
influencers'endorsementsandsuggestionshadapositiveimpactonconsumers'[Link]
huania served as the study location, and social media networks, specifically Facebook,were
theprimaryresearchrestrictions.

Da Costa (2019)“described the utilization of technology and digital marketing by brands and
businesses has brought about a complete transformation in their marketing strategies. The
advent of social media has revolutionized the buying and selling processes, as consumers
now share their product experiences with friends and family through platforms such as
Instagram, Facebook, Twitter, and YouTube. Consequently, companies are increasingly
concerned with creating positive consumer experiences to mitigate the impact of negative
53
word-of-mouth messages. The study aimed to investigate the influence of Instagram posts by
influencers on the purchasing decisions of young adult females and their brand attitudes. Two
qualitative research methods were employed: in-depth interviews with 30 female consumers
aged 19 to 30, and netnography involving the analysis of approximately 200 comments from
the Instagram accounts of five selected Portuguese digital influencers: Alice Trewinnard,
Helena Coelho, Ines Rochinha, Jessica Athayde, and Vanessa Martins. The results confirmed
that influencer posts on Instagram significantly influenced both consumers' purchase
intentions and their opinions of the brand. Furthermore, the study identified personality, the
ratio of followers to followees, and the preference for following traditional celebrities or
bloggers as key factors influencing purchase decisions on Instagram, among other factors.”

Eroglu and Bayraktar Kose (2019)“highlighted the presence of micro celebrities as a type
of online influencer with a substantial follower base. YouTubers and Instagrammers were
recognized as the most prevalent influencers who actively engaged with their followers and
endorsed various products and brands. These influencers were sought after by companies and
brand owners due to their ability to curate optimal brand experiences for their customers. The
study aimed to examine the concept of micro celebrities in the context of experiential
marketing and explore the relationship between followers' perceptions of micro celebrities
and brand experience. Through exploratory and descriptive research, specific questions were
posed to 14 active Instagram users. The questionnaire consisted of two parts: the first part
analyzed attitudes towards micro celebrities and the influence they held over their followers,
focusing on dimensions such as source attractiveness, trustworthiness, expertise, and product
match-up. The second part examined participants' perceptions of brand experience across four
dimensions: sensory, affective, behavioral, and intellectual. The results indicated that
participants perceived micro celebrities to be moderately trustworthy and attractive, but their
impact on brand experience was not as pronounced. Additionally, participants regarded micro
celebrities as experts in the products they endorsed, though the score for expertise was
relatively lower compared to trustworthiness and attractiveness.”

Hermanda et al. (2019) elaborated that social media was an internet-based

communicationtechnology that had a significant positive social impact by motivating
companies to boosttheir marketing efforts. The goal of the study was to determine how
social media influencersaffected brand perception, individual self-concept, and consumers'
propensity to purchasecosmetics. The study demonstrated that social media influencers were

54
viewed as third partieswhoinformed social media users about cosmetic items. Consumers
treated influencers astheir role models if they had certain self-concepts. For detailed
analysis, online questionnaireswere prepared and data was collected. Data was collected
from 219 participants using a convenience sampling technique, and Structural Equation
Modeling was employed to analyze the data. The findings revealed that both social media
influencers and self-concept had significant negative effects on purchase intention.
However, brand image was found to have a positive impact on purchase intention.

Hughes et al. (2019) identified a gap in the literature where sufficient work had not
beencarried out on online brand engagement at every stage of the buying process. Therefore,
theirstudy aimed to shed light on how different motivations for blogging on social media
existedand how they may or may not induce trials of the product. The questionnaire for this
studycame from The Motherhood, an agency for campaigns oriented towards 'mommy'
[Link] data consisted of 1830 paid posts sent by 595 global bloggers, gathered from
September2012 through December 2016. The blog posts, in turn, were from different
brands, such asAwesome Avocados and Little Chef. Campaign intent was found to have
varying effects; forinstance, on Facebook, awareness intent was more effective, while on
blogs, trial intent wasmore effective. For marketers and brands, the message was that levels
of engagement differedacrossplatforms,andtheappropriateoneshadtobechosen for content
dissemination.

Jin et al. (2019) conducted research to understand the comparative aspects of

[Link]
search was to develop a clear understanding of the influence and reach, as well as
thelegitimacy, brought forward in the case of Instagram posts by social media celebrities.
Thesample size for the study involved 104 females who were chosen from Moodle. The
subjectswere divided into two randomly assigned groups. Structural equation modeling was
used tounderstand the statistical significance of the measures in the study. Findings
indicated thatperceivedsociabilitywasakeycriterionbehindthedevelopmentofonline-
onlycelebrities,as they were able to bring credibility to the products they endorsed. The
authors concludedthatmanagerscouldactively considerengagingwith
pureonlinecelebritiestopromotespecific characteristicsofthe
company'sproducts,brands,andservices.

Kalu(2019)conducted research toassess theimpact of influencers' physical attractivenesson

55
consumers' buying intentions and to evaluate the reactions of male millennials
towardssponsored content on social media. The study used eight focus groups and eight in-
depthinterviews with participants in Ireland to address the research questions. The
participants,representing the Generation Y group, ranged in age from twenty-three to thirty-
eight. Theauthor employed the method of inductive thematic saturation to analyze the content
derivedfrom the interviews. The research revealed that the physical characteristics of
influencers hadan influence on the participants' responses. The author suggested that
marketers, brands,
[Link] conclusions
of the study supported the notion that Irish millennials are likely to be
moreengagedwithinfluencers,indicatingamutuallybeneficialsituation.

Kaulbars-Staudinger (2019) explained that online shopping had maintained its

reputationand was very common among customers of all ages. These days, almost any type
of productcould be purchased online. Several varieties of payment methods, free shipping,
easy returns,and a very broad product supply affected consumer purchasing decisions online.
The purposeof the study was to find out the effects of influencer marketing on online
shopping behaviorand buying decisions, the marketing methods used by influencers on
different social mediachannels,the responsibility and power of theseinfluencers,and how
consumers thoughtabout sustainability. A qualitative method was used in this study. A semi-
structured focusgroup interview of 10 female consumers in the age range of 16–31 years and
two influencerswas conducted. The study showed that younger consumers were more
affected by influencermarketing. They purchased many clothing products online because of
influencer [Link] sometimes impulse purchases were also made, and consumers
returned items that theyhad bought. The study also showed that if an influencer chose the
path of reality and
trust,[Link]
d and promoted by them. An influencer should have proper knowledge about
theonlineshoppingbehavioroftheconsumer.

Linetal.(2019)researchedtounderstandhowinfluencerswereeffectiveinvariousmarketing
actions on the Instagram platform. Specific metrics were used to understand
theinfluenceontheinfluencer'scredibility,purchaseintention,andviralintentionsoftheconsumer.
The study also tested if the effect on the relationship between the metric andcredibility varied

56
by product category. The study adopted a 4x3 between-subjects factorialdesign. Three
levels—low, medium, and high—were combined to give 4 combinations; threedifferent
products were shown to the Instagram users, with a sample size 145, to assess theirperception
of how the platform influenced their intentions. Results indicated that the numberof followers
had a significant impact on influencer credibility. Influencer credibility
wasfoundtopositivelyimpactconsumers’attitudestowardsuser-generatedcontent.

Marketing (2019) surveyed 719 marketers and 3500 consumers globally. The objective
wasto help understand how influencers operated. This would help firms leverage the power
ofadvertisingthroughthismediumovertheinternetinvariousforms,suchasblogs,video blogs, and
short commentaries. The survey results indicated that at least 61% interacted withinfluencers
daily. 32% of the respondents shopped online daily, while 48% shopped at leastonce a week.
While 56% of women followed influencers of beauty products, 54% of
[Link],YouTube,andFacebookservedasprimaryplatformsf
or64%oftheconsumerswhiletheywatchedvideosandinteractedwithinfluencers’ content. From
the perspective of firms, most brands tracked brand reach (59%),followedby
brandawareness(53%).Resultsalsoindicated thatmore than 60%of
theinfluencerswerereceptive tosuggestionsfrombrands.

Memonet al. (2019) stated that impulse buying was a growing concept. Companies tendedto
develop strategies to plan for this. Impulse buying occurred when a customer suddenly felta
powerful desire to buy something. The idea of this study was to recognize the factors
thataffected impulse purchases and to provide marketers with an understanding of those
factors.Anempiricalresearchanalysiswasperformedtoevaluatetheprimarydatacollectedfrom174
respondents. A non-probability sampling method was used because the population
[Link]-sectionedquestionnairewithclosed-endedquestionswaspreparedbasedona
5-point Likert scale. T-test, Regression analysis, and Correlation were applied to test
thehypothesis. The results revealed that there was a significant association between
impulsepurchase behavior and sales promotion. When discounts were offered, consumer
[Link],when marketersplannedthelayoutof
thestoreaccording to consumer psychology, they could surely experience an increase in
impulsepurchase behavior, and impulse buying tended to increase when consumers were in
pleasantmoods.

Mlodkowska (2019) focused on the increase in the number of individuals who used
57
socialmedia these days. YouTube and Instagram were the most well-known platforms.
Influencers,social media producers with largefollowings,creatematerial
fortheirusers,whowereexposedtoit. Theaim of this research was
toexaminetheimpactthatYouTubeandInstagram influencers had on consumers' purchasing
decisions. A quantitative survey of 160social media users was used. An online survey was
completed by 160 people. The findings
ofthepollsuggestedthatInstagrambloggersandYouTubersweretrustedsourcesofinformation by
consumers. In addition, customers' purchasing choices were influenced bygood reviews and
images uploaded on social media sites like Instagram and YouTube.
Theresultsshowedthatcollaboratingwithinfluencerswasanewandsuccessfulmarketing strategy
for addressing a younger demographic that was heavily dependent on social media. Itwas
possible to recruit new consumers, spread favorable word of mouth about new items,
andincrease sales by working with influencers. There were two categories of JEL
classification:M31andM37.

Narassiguin and Sargent (2019) reinforced theoretical dimensions while they performed
alongitudinal analysis of 713,824 influencers on social media platforms over 1 year.
Theresearchers argued that while professionals generally used simpler metrics like
engagementrate and quantity of followers, they also posted regularly written content and
interacted onsocial [Link] objective of the study was to identify relationships between
the variousdata points. The authors discussed the various metrics, the number of followers on
differentplatformsof socialmedia,andbasicinterpretationsthatcouldbedrawnfrom
[Link] scale had been used to show the average engagement versus the quantity
offollowers per social media. Data trends from their analysis showed the influencers'
activitycorrelating strongly with the active viewing time for the audience. Various contents
that
[Link]
thefactthatcontentremainedconsistentwithhighengagementondifferentplatformsofsocialmediaf
ortheinfluencers.

Pandey and Yadav (2019) stated that influencer marketing, in which popular users of
socialmedia were recruited to promote a brand of products or services, had become
increasinglyfashionable in recent years. The need for engaging and visually appealing
content to attractconsumers whospentmore time on social media platformshad grown as a

58
resultof thistrend. This research builton existingliterature to establish a conceptual framework
thatlinked influencers to consumer brand engagement as a promotional tool, highlighting
thevalueofinfluencersincreating engagingcontent thatresonated withtheirfollowers.

Riedl and von Luckwald (2019)“highlighted that social media platforms like Facebook,
Instagram, and YouTube had become integral to the communication strategies of branded
companies, given their widespread distribution and user behavior. As a result, influencer
marketing gained traction, and advertisers sought to measure its effectiveness based on
metrics such as reach, page views, and sweepstakes participation. However, these metrics fell
short of providing comprehensive insights into the target audience's mindset, thus lacking
detailed measurement of advertising impact. The study aimed to investigate the effects of
brand-related user-generated content on social media, specifically medium-range Instagram
influencer posts, compared to traditional print advertisements. The findings revealed that
Instagram posts had a lower advertising impact than traditional print ads, but demonstrated
their effectiveness among consumers who already followed influencers. The impact of
personal and situational factors on consumer behavior was not universally applicable, but it
was recommended to consider both personal and situational determinants in the analysis.”

Satria et al. (2019)“pointed out the continuous evolution of marketing styles, necessitating
the selection of appropriate marketing tools for products and services. Social media
influencers, particularly Instagram celebrities, were frequently employed by companies due
to their influential role on social platforms. Among different generations, Generation Z,
which encompassed children and teenagers familiar with the digital world since childhood,
exhibited heightened interest in social media influencers, especially in the lifestyle and
fashion domain. The study aimed to assess the impact of celebrity endorsements by social
influencers on the purchase intentions of Generation Z in the fashion industry, specifically
focusing on Indonesian Generation Z Instagram users who had engaged in online shopping
for fashion products. The sample consisted of 165 Instagram users, with 154 passing the
screening process, and non-probability convenient sampling methods were utilized along
with Partial Least Squares (PLS) analysis. The findings indicated that celebrity endorsements
on Instagram, referred to as Celebgram in Indonesia, positively influenced Generation Z's
purchase intentions and their attitudes towards advertisements and brands. Endorsers with
high credibility, encompassing expertise and trustworthiness, had a more favorable impact on
Generation Z's attitudes towards advertisements and brands, consequently influencing their

59
purchase intentions. The attractiveness of celebrity endorsers, including factors like
similarity, likability, and familiarity, was also a determinant, with Indonesian Generation Z
respondents placing the highest importance on similarity compared to other factors.”

Tzavaraetal.(2019)explained social media as a rich source of information for a buyerabout

brands and products. It gave consumers a platform to share their views and
[Link] wasbasedon tryingtofindout
theimpact of Facebook and Instagram on buyers' behavior towards the retail fashion market
in Rhodes,Greece. The study also aimed to examine to what extent these two social media
platformsinfluenced consumer preferences. A closed-ended online survey questionnaire was
used toacquire data. 115 completed questionnaires were received. 55.65% of total
respondents werebetween the ages of 25 and 34, and 20% were between 18 and 24 years
old. It was thoughtthat these two age groups were extremely active on social media. Most of
the [Link]
therespondents said that they used both. The results showed that fashion was more
accessiblebecause of these social media platforms as compared to five years ago. Both
Facebook andInstagram influenced the consumer behavior of Rhodian consumers.
Consumers got fashioninspiration from these, but in an inactive way rather than through
active engagement withfashion.

Vodak et al. (2019) described a study that was centered on the reinforcement of theory
[Link]
s who derived their importance through social media. The research emphasized
thatinfluencers were not customers but rather a set of creative people who induced trials
[Link]-
influencers, macro-influencers, micro-influencers, and nano-influencers. The influencer
[Link]
connection provided with the consumers made for a solid narrative; the brands andmarketers
could leverage these towards economic benefits. The authors concluded that
eachorganization should carefully decide roles for the influencer, the medium which had to
beusedforthe message,andthemetrictoassessthe actionsofinfluencers.

Arora et al. (2020) have explained that influencers were effective in reducing perceived
riskas their followers trusted their opinions and recommendations. Furthermore, when
influencersprovidedhonestand transparentreviews,ithelped build credibility and trustwith
60
theirfollowers, resulting in increased engagement and buying behavior. Perceived risk, being
asignificant barrier that could hinder consumers' purchase behavior, could be reduced with
thehelpofsocialmediainfluencersprovidinginformationandreviewsaboutproductsorservices.

Aypar and Kazancioglu (2020) studied the domain of food-related products with
specificreference to influencers and their recommendations. The research contained
information onhow social media influencers had a powerful impact on persuading their
followers to
[Link]'attitudesinmediatingtheperceivedutilityofinfluencers
' recommendations and purchase intent was investigated. The sample consisted of394
respondents in Turkey who were surveyed via Instagram. Factor analysis and regressionwere
the methods used to check the various test propositions. Approximately 49% of thedeviation
in the purchase intention of consumers was explained by their attitude. It was
foundthattheinfluencers’messagesaffected the buyingbehavioroftheconsumers.

Campbell and Farrell (2020) provided a theoretical study that included the three
functionalcomponents of influencers—the audience, endorsers, andmediamanager.
Drawingfromrelevant academic definitions, the authors proceeded to describe how each
component couldbe used for strategic advantage. Various classifications of social media
influencers weredeveloped, ranging from nano-influencers to celebrity influencers, based on
the number offollowers. The celebrity status of influencers was compared to that of real-
world celebrities,andthestudy pointedouthow they
[Link]
anagers:a.)Inseveralcases,theinfluencers might be valued less; b.) each influencer had a
different type of reach; and c.)
thewholetendedtoexceedthesumofitsparts,therebypointingtoabroaderscopeforleveragingthis
domaininmarketing.

Chetiouietal.(2020)analyzedhowconsumers'feelingswereaffectedbyfashioninfluencers'(FI)pe
[Link] what influenced
customers' perceptions of FIs. The study used information from610 Moroccan respondents to
estimate the scientific model using partial least squares
(PLS).Thefindingsdemonstratedthatconsumers'favorableperceptionsofFIshadanimpactontheir
perceptions of brands and willingness to purchase their goods. The authors furthershowed
that one's positive attitude towards FIs was influenced by one's perception of
61
theinstitution'scredibility,trustworthiness,―behavioralcontrol,subjectivenorms,expertise,and
congruence. They also aided in the selection of influencers capable of inciting
purchaseintentions among potential and existing customers by allowing marketers to
comprehendfactorsexplainingattitudes‖[Link]
he
factorsthatinfluencedconsumers'attitudestowardsFIsandtheirpropensitytomakepurchasesfromt
hoseinstitutions.

Chopra et al. (2020) studied the aspects influencing the characteristics of the
millennialconsumer and utilized the theoretical foundations from the Theory of Planned
Behavior. Thestudy aimed to shed light on how various facets of influencer marketing
impacted consumerbehavior. The categories in focus in their paper were mainly from the
domains of beauty,lifestyle, electronics, and healthcare. The paper used two structured
interviews in two phases:inthefirstphase,therewere25in-
depthconversations,andinthesecondphase,therewere57interviews with loyal fans. Key
constructs were deduced through careful line-by-linecoding and using the dictionary to
identify related words for the output of interviews. Theauthors concluded that influencers
could create a change in behavior by creating
awareness,enhancingknowledge,makingproductrecommendations,andencouragingproductpur
chases, thereby reinforcing the power of micro-influencers and bloggers to create
anddisseminate content.

De Jans and Hudders (2020) examined the efficacy of two types of disclosures related
tovideo blogs, or Vlogs. Influencers, according to them, could use platform-generated
content(or disclosure) or generate their own disclosure to reveal video-related
advertisements. Thestudy involved a sample of 190 children aged 10 to 12 as respondents in
a West [Link] proposedby
[Link]-generatedversusinfluencer-
generated video advertising. Key findings stated that more than twice as manychildren
recognized vlog-related advertising in the presence of disclosures (either platform-generated
or influencer-generated).The broaderimplications of the study pointed to theinsufficiency of
current platform-generated content to increase the transparency of influencermarketing.

Frimpong and Alam (2020) discussed the influence of online marketing influencers on
[Link]-
62
[Link]
by theauthors,whereinonlyrespondents who had purchased at least once online as well as
those who used any socialmedia platforms were chosen. A mix of structured and unstructured
(unplanned)
[Link]
influencers had a positive impacton the buying decisions of millennial consumers.
Thesupportingevidencebroughtforthstatedthattheparticipantsdevelopedanemotionalconnectio
n with the influencers on some of the social media platforms, bringing
greatercredibilitytosocialmediainfluencerprocesses.

Gajanova et al. (2020) carried out research to find out how influencers assisted in the
buyingdecision process. The authors discussed the development and application of
technology bymarketing divisions of companies to sway consumers. A sample of 385
participants in
thesurvey,whichwascarriedoutintheSlovakRepublic,respondedtoquestionsaboutperceptionusi
[Link] the survey results
using descriptive statistics. Most respondents (65%) conveyed anegative attitude in terms of
the traditional form of advertising, which had influencers in itsmessage. Generation Z
showed maximum distrust. The paper concluded by mentioning
thattheSlovakpopulationmayhaveshownmoredistrusttowardssocialmedia-
relatedinfluencersandtheproductsorservices theypromoted.

Jarrar et al. (2020) used six advertisements that ran for both social media marketing
andinfluencer marketing campaigns to compare the effectiveness of both media. Their
findingsstudied the effect of these two media on marketing communication, on-page
engagement,sales, and buying intention in Nigeria. Findings from the survey, which used the
responses of1136 people, noted that influencer marketing generated more revenue compared
to
sponsoredposts;thiswassupportedevenintheleadgenerationresultingfromtheadvertisementmess
ages posted on [Link] study [Link] argued
that sponsored advertisements, on the whole, were found to be more effectivemainly on
account of their targeted reach—a larger audience usually viewed them. Theyconcluded by
stating that social media users continued to generate a lot of enthusiasm and
puttheirtrustintheinfluencers theyfollowed.

63
Ki et al. (2020) explored a relatively less understood area—the attachment mechanism
[Link]
a deeper emotional connection, the role of brands promoted by influencers, and
thebindingmechanisms. 395 respondents were asked why they followed a
specifiedinfluenceron Instagram, and this was administered to people in the US who were
past the age of
[Link],whichwas taken
up for analysis, where an inductive approach was used. The research proceeded toidentify the
attachment mechanisms that happened due to followers’ identifying with thepersonality of
[Link] equation modelling was usedin the second part totest the relationship
between the defined variables. The authors concluded that
influencerswieldedapowerful,softinfluenceoverfollowersonaccountofemotionalbonding;additi
onally, more insightful content from influencers fostered a closer relationship with
thefollowers.

Morton(2020)arguedthatwhileinfluencermarketinghadbeenacknowledgedasanimportant
field, less was known about the reasons that caused people to pursue influencers onsocial
media platforms. Hence, this study identified the motivations that lay at the roots
ofconsumers who engaged in consuming content online. The study took place in Mexico,
where30 semi-structured interviews were conducted with young adults, 15 men and 15
women,whose ages ranged from 20 to 25 years. They were chosen if they followed at least
oneinfluencer. While respondents said that the reasons for following a person online were
mainlyabout optimism, self-confidence, and physical appearance, interesting content and
regularupdates also featured highly on the priority list. Conclusions could be summed up
thusly:based on the specific attributes that were deemed important by consumers, marketers
couldchoosethemostappropriateinfluencerforaparticularproductorservice.

Nagori (2020) developed a detailed Indian study that cast light on the emerging trends
[Link] testedtheinfluenceoffiveimportantcharacteristics appearance,
expertise, credibility, experience, and trustworthiness on purchase intent.
[Link]
such as reliability tests, regression, and cross-tabulation analysis. The findingsindicated that
gender did not play a role in the influence exerted by influencers.
Additionally,theauthorfoundevidenceoftrustandawarenessbeingimportantfactorsinnurturingre

64
lationships,buttherewasnoevidenceof theirlinkagewith [Link]
ascribed a certain level of expertise to the brand influencers and considered themto be
credible sources of information. Sponsored content and the presence of a larger group
offollowershadnoimpactonthepurchaseintentions.

NegiandPabalkar(2020)carriedoutastudytodevelopadeeperknowledgeof
theinfluenceofbrands,bloggers,[Link] also
sought to test whether there were significant differences among these influencers relatedto
the brand, celebrities, and bloggers across age groups. Their research involved an
onlinesurvey of 200 female respondents across India. Secondary data from blogs and other
suchcontent had also been collected for the analysis. The authors found that brands were
morelikely to influence customers than celebrities or bloggers. Celebrities, according to
theirfindings, were keen to use brand applications as marketing channels. From a more
focusedstandpoint, the research also established that Instagram influencer marketing had a
significantimpactonthechoicesmadebyconsumersrelatedtolifestyle products.

Ngangom (2020)studied the role of Tik-Tok in terms of how it had influenced the thinkingof
consumers. The research involved how it had impacted Gen-Z in terms of shaping
theirattitudes towards brands.A qualitative research design hadbeen adopted for this
research;this mode picked up on subtle cues in the various conversations with consumers,
givinginsights into their opinions and experiences. Semi-structured interviews were held with
10female users of Tik-Tok in Ireland. Thematic coding was used to decipher the content
[Link],understand, and
evaluate the opinions and perspectives articulated by the respondents. Wordfrequency maps
were also made to assist with an overall picture. A visual mind map
wasdrawn;[Link]
ts, transparencyandauthenticity, andfunhashtagchallenges.

Qin (2020) described how influencers connected with the youth and influenced their
buyingdecisions. The research method involved a sample consisting of youth aged 18–25 in
ChinaandFinland. The 15-question questionnaire aimed atcomparing the characteristics of
youthin both countries. Out of the respondents, 87% were from China, while the rest were
fromFinland. Social sciences and managementstudents constituted the largestgroup at
37%,followed by engineering and technology at 29%. The findings indicated that 90% of
therespondents followed the action cues put forth by influencers—they bought things online
65
orused the services of a firm. Secondly, the young people were curious to find out more
aboutthe goods or services online; they spent considerable time performing online searches.
Theauthor concluded that there was potential for influencers to disseminate the right kind
ofinformationtotheirvariousfollowers.

Saimaand Khan(2020)described an influencer as a user of social media whohad

anoteworthy impact on the perception of a business or product among their followers.
Thepurpose of the study was to discover the effects of different traits of influencers on
theirreputation and, ultimately, the buying behavior of customers in Delhi, India. Google
Formswere utilized to gather information from 76 people. Structural Equation Modeling and
a quotasampling approach were used to analyze the data. Entertainment value,
trustworthiness, andinformation quality had substantial direct and indirect impacts on
influencers' credibility andcustomers' purchaseintentions,according to the results of the
[Link]'
willingnesstomakeapurchasewasinfluenceddirectlybythereputationandreliabilityoftheinfluenc
er.

Sardar and Dutta (2020) surveyed Kolkata to study the role played by influencers
amongmillennials. A structured questionnaire was circulated among 143 respondents across
variousparts of Kolkata. The judgment and snowball sampling methods were used.
Correlation,regression, and principal component analysis were used as part of the statistical
tools.
Theauthorsintendedtotestwhethertherewasasignificantimpactonmillennials’buyingbehavior
and perception due to influencer marketing in the field of fashion apparel. Thefindings
conveyed that peer reviews were more trustworthy compared to organization-drivenreviews;
also,the conclusionsindicated that respondents feltthatinfluencers
[Link]
alsadmittedthatinfluencersplayedasignificantroleinconsumers’buyingprocesses.

Trivedi and Sama (2020) examined the relative effects of celebrities vs. influencers
ononline purchase intentions. The impact of brand appreciation and brand attitude on
onlinepurchase intent was examined in influencer marketing. This study gathered data from
438participants via a survey approach. Structural Equation Modeling and Regression analysis
were used to evaluate the offered hypotheses. Choosing a knowledgeable influencer instead
of a popular celebrity influencer while coordinating the marketing strategies for consumer
66
electronics products yielded a clear advantage, as evidenced by the results. Usingempirical
data, it was clear that the influence of brand appreciation and brand attitude was
[Link] alsoshowntohave a moderatingimpact.

Van Reijmersdal et al. (2020) researched to understand how children perceived

sponsoredcontent;theirstudyfocusedespeciallyonthedifferencesinhowtheyreactedoncethey
understoodthatthecontentontheplatformswassponsored.Thestudyinvolved272schoolchildren,
aged 10 to 13 years, who were studying in the 7th and 8th grades in
[Link],andtheireyetrackingwasmeasuredas part
of the study. Short interviews were also conducted with some children to assess
[Link]
that the videos were sponsored led to a more critical view held by children, eventhough
thisdidnotaffecttheirperception of thebrandsor
[Link]
fortheperceptionofsponsoredcontentonsocialmediaplatforms.

Wangshu and Guanhua (2020) used qualitative research methods to study how
[Link]
onstructionistphilosophy,afocusgroupapproachwasutilizedwhereinthedatawascollected and
examined using the Gioia method. Both semi-structured interviews and focusgroup
discussions were used. From a base of 117 people with foreign roots, a sample of 12was
chosen to form the target focus group. These were further divided into three groups
[Link]-ordercodesgeneratedabout41statementsidentifyingtheperceptions of
respondents towards influencer marketing. The authors drew key conclusions,which included
the following: a.) Influencers had a positive impact on the purchase
intentionsandbehaviorofmillennialssincetheycouldtriggerconsumers'pleasureandarousalemoti
ons, and b.) even highly rational millennial consumers might resort to impulse buyingdue
toemotionalstimulation.

ZakandHasprova(2020)studiedthetheoreticaldimensionwhileexplainingtheinfluencers' role
in decision making. The study was more along the lines of a concept
paper,withkeyhypothesesadvancedonthebasisofcarefulconsiderationandfoundationalunderpin
[Link];thestudyoutlin
edaconsumersurveyof430respondentswhorepresenteddifferent age groups and nationalities.
Using descriptive statistics, the authors found that
67
[Link]
would purchase a particular product on account of influencers' content.
Anotherfindingnotedthatmostconsumersmightpurchaseclothesbasedoninfluencers'recommend
[Link],55%oftherespondentstrustedtheproducts thathadthe backing of influencers.
Sportspersons were influencers and seemed to have a better pull
overconsumers,accordingtothe survey.

Balaji et al. (2021) studied the role of niche or Nano influencers in the area of social
mediamarketing. Their research used an influence framework to argue that the characteristics
of themessage had an important role in building the usefulness of the message as well as
theperception of the [Link] study involved a sample of 205
adultparticipantsfrom the US, where the mean age was 30% and females constituted 55%; the
sample wasdrawn from Prolific Academic. The authors used univariate methods to develop
key findings;also, a PROCESS approach with 5000 bootstrapped samples was used to test the
mediatingrole of content credibility. Findings could be interpreted as follows: a) Nano
influencers
withalowconstrualmessageconveyedmorecredibilitythanthosewithahighconstrualmessage; b)
a significant interaction effect of message valence was observed on content credibility.
Theresults shed light on how service firms could use Nano influencers for well-designed
socialmedia campaigns.

Belanche et al. (2021a) noted that in modern times, collaborations between influencers
[Link]
activities of influencers and credibility, the attitudes of followers, and theirresponses towards
the influencers. The foundations for the empirical model were in the formof stimulus,
organism (which had perceptions and evaluations), and behavioral intentions,which formed
the response. The sample size consisted of 341 female respondents in Spain,chosen from the
followers of a celebrity endorser in the fashion and beauty segments. Thequestionnaire had a
7-point Likert scale, which captured quantitative data; this was supportedby some qualitative
information in the form of the participants' responses to their Instagramexperiences and
demographics. Using a structural equation model, the analyses tested thevalidity of the
hypotheses. The results showed that consumer perceptions had an
indirecteffectonconsumerintentions,andtheresultsalsoconfirmedthattheindirecteffectsprovedto
bestatisticallysignificant.

68
Belanche et al. (2021b) “stated that in today's digital age, many people looked to
theirfavorite influencers as a reliable source of news and fresh ideas. This article drew on
theoriesof balance, cognitive dissonance, and congruence to show how the use of the
congruencepsychologicalmechanismininfluencermarketingeffortscouldincreasetheeffectivene
ssof this relatively new method of persuasion. This study aimed to understand customers'
behavioral intentions when they encountered purchase recommendations on Instagram from
fashion influencers by examining the compatibility between the consumer, the influencer,
and the sponsored company. The research involved 372 followers of a renowned fashion
designer. The results indicated that when the congruence between the influencer and
consumer was high and consistent, high influencer-product congruence generated high
consumer-product congruence, while low influencer-product congruence resulted in low
consumer-product congruence. The most effective influencer marketing strategies were those
that fostered a strong emotional connection between the target audience and the product,
leading to positive sentiments and an increased desire to purchase and share the product.”

DadovaandSoviar (2021)studied the utility of onlinemarketing tools concerning thetourism

industry in Slovakia. The focus was directed towards the marketing communicationsof firms.
The objective was to analyze the patterns of evolution of tourism in the electronicage. The
study utilized secondary data from various sources. The article explained that morethan 60
websites were active on search engines, leading users to be directed through
[Link]-
era tourists: AirBnB, [Link], and [Link]. The authors mentioned thatfor some
well-known regions such as Orava, using the hash tag #oravaregion, more than2000 tags
from real users could be found. The factors influencing demand for tourism werearticulated
by the authors as travel blogs, bloggers, and their content, as well as online word-of-mouth.
In conclusion, the authors said a multitude of online platforms, such as blogs,videos,ande-
WOM,influencedconsumers.

Fakhreddin et al. (2021) said Instagram had grown in popularity for influencer marketing
inthe cosmetics industry. The aim of this study was to investigate whatfactors
ledindividualstotakeonleadershiprolesinsocialmediaandhowthatinfluencedconsumers'actualpu
rchasing decisions. Findings from a survey of 223 followers showed that novelty, quality,and
quantity were the most important factors in establishing a user's authority. In
addition,opinion leadership influenced consumers' propensity to buy, actual shopping

69
behavior, andbrand loyalty. The implications of opinion leadership on consumers' purchasing
decisionswere better understood as a result of these findings. As an added bonus, the results
hadpromising implications for improving the communication and marketing strategies based
on socialmediaplatforms.

Farivar et al. (2021) identified the two key aspects of the relationship that influencers
builtwith their followers: para-social and opinion leadership. The research pointed out why
theyshould be studied for their separate effects as well as any blended effect. The authors
arguedthatthenatureof themessagingcombinedwiththenatureof
therelationshiptogetherdetermined the effectiveness of the influencers. The research method
involved a pilot studywith 50 samples, followed by an online survey with 450 respondents
who were followers oftwo key influencers (225 each). Partial least squares techniques and
bootstrapping with 1000samples were the statistical techniques adopted. The study found
clear evidence that
forInstagram,postscontainingstoryelementsenhancedtheeffectsofbothparasocialrelationships
and opinion leadership on followers' purchase intentions. Multi-group analysiswas done to
test if any major difference existed between the two groups. For the industry, theauthors
stated that more storytelling posts where the influencers connected on an
emotionallevelwerelikelyto resultinbuilding a deeperconnectionwiththe followers.

Govindan and Alotaibi (2021) claimed that, among modern advertising methods,
digitalmarketing was the most common and well-established. One of the most widely used
terms indigital marketing in recent years was 'influencer marketing'. The researcher served as
a digitalintern at Unschool Company, where she played the role of a community influencer.
Theprimary mission was to increase enrollment in Unschool's courses by publicizing them
topotential students and other interested parties. Primary data was collected from 20
consumersusing survey questionnaires to determine the factors that led to a decline in sales
foraninfluencer; the study was quantitative in nature. The collected information shed light on
themostsignificantcontributorstofallingsales,aswellashowthosefactorsinfluencedconsumers'ult
[Link]
[Link]
foundthatsignificantfinancialgainscouldbemadethroughinfluencermarketingifcertainbarriersw
ereremoved.

Guptaa (2021) argued that social media had moved away from photo sharing and towards
70
amarketplace where influencers occupied center stage. Influencers could mold opinions
andperceptions of people through their content and communication in different forms, such
asvideo, written material, and reviews. The data for this study was taken from a sample of
50respondents in Canada, aged 13 to 30. All respondents were frequent users of various
socialmedia platforms. More than 80% of the sample picked Twitter and Instagram as social
[Link]
such as fashion and beauty had the most influence. All users acknowledged that one or
[Link],mostrespondents
wereclearthatbrand-basedcommunicationwasoftenmentionedbytheinfluencers in their posts.
Similarly, most influencers found the marketing material appealingto consumers. The author
concluded that influencer marketing continued to be a mainstay forbrandsandthemessages
theywantedtoconvey.

Hofer (2021) researched the influence of social media marketing in the cosmetics
[Link] study involved an assessment of various characteristics of the media, such as
creativityand content sharing. As a result, the author posited that they were suitable for
companies suchas Instagram, Facebook, and YouTube to interface with brands on one side
and consumers
[Link]
purchase intentions. The survey questionnaire consisted of 29 questions, and thepopulation
for the study was restricted to mostly Austrian and German citizens. The samplesize was 126,
and their ages ranged from eighteen to thirty. ANOVA was the only statisticaltool used for
analysis. The study served as a foundation for more representative studies thatcould be
generalized as well. Findings mainly reinforced the original hypotheses stating
thatonlinereviews and contentinfluencedconsumers'purchaseintentions.

Iftikhar and Omer (2021) “determined the influence of social media influencers on post-
purchase dissonance. The study took into account the mediating role of impulsive buying
andthe moderating effects of wealth, gender, and COVID-19 fear. Data was collected from
265individuals chosen at random from Islamabad and Rawalpindi. The results of the SPSS-
basedstudy showed that influencers not only encouraged customers to make impulsive
purchasesbutalsogeneratedpost-
[Link]
[Link],itcanbeinferredthatcustomers placed a lot of importance on the views

71
and recommendations of influencers theyidentifiedwith,andthisledtonegativepost-
purchaseexperiencesbothdirectlyandindirectly.”

Jansom and Pongsakornrungsilp (2021)researched to understand Thailand's

millennialfollowers in relation to Instagram influencers. The study also tried to find out how
they mightinfluence possible purchase [Link] relatedtoluxury fashion products.
Inparticular,thestudyattemptedtoshedlightonthelinkagebetweenparasocialinteractions and
followers on social media. The sample for the study consisted of 408 Thai respondentsaged
between 23 and 39years whowere followers of Instagram-basedinfluencers. Theusable
samples numbered 400, and the structural equation model was used to understand
[Link]
strongly pointed to the fact that most Thai followers listened to influencers onInstagram for
luxury product-related content. The authors concluded by saying that
parasocialinteractionswithinfluencerscouldbeusedtoremoveanydeleteriouseffectsofsocialnetw
orks; when Thai millennials interacted emotionally with influencers, they created
valueperceptionsfortheluxuryproducts espoused.

Jayasinghe (2021) studied the prevailing literature in the field of influencer marketing
whiledeveloping a conceptual framework toenhance the body of knowledge in the field.
Theauthorstated
thattherewererelativelyfewerstudiesontheeffectivenessofinfluencermarketingtechniquesandac
tionsondeliveringresultsfortheorganization'[Link]
,therefore,undertookanoverviewofdevelopments in the discipline before putting forth a
logical framework. The author built onan input-activities-outputs-outcomes-impactmodel
advanced by an earlier scholar. Whileinputs were in terms of content, reach, and
personalization, the study argued that outcomeswere in the form of exposure, customer
engagement, and fan loyalty. The research concludedby calling for an integration of social
media planning into the overall communication strategyofthefirm.

Kadam et al. (2021) conducted a regional survey in Pune city to study the impact of
socialmedia influencers on buying behavior. The sample focused on Gen Z with specific
attentiongiven to lifestyle and electronic products. The sample included 157 respondents in
the agerange of 15 to 25, and most of them were students; nearly 75% of them were aware
ofcelebrities and were quite active on social media. The chi-square test was used to
understandthe statistical significance. Findings stated that influencers exerted some pull in
72
the decision-making process, while noting that this was gender-neutral. The authors further
found thatsocial media was a fundamental lever in the hands of marketing companies. They
concludedthatthisdigitaltoolwaslikelytoservemarketersastheysoughttoincrease theirreach.

Khan and Phung (2021) evaluated the advertising efficiency of influencers. As a kind
ofadvertising,audioorvisualmarketingcommunicationwasusedtopromoteorprovidea product
that precisely targeted a set of people and brought attention, awareness, and need tothe
product or service. In the modern era of advertising, old media had been replaced by
newmedia, such as social media, and new forms of advertising had been discovered. In the
lastseveral years, social networking sites such as Instagram and Facebook had become the
mostpopular online destinations. Social media influencers were also a part of the
organization'[Link],whichwasqu
[Link] of 200people,[Link] of
social media had a significant role in the buying choices of consumers becauseof how
influential they were on the web. As a result of this study, we could better
understandhowadvertisingworked,howsocialmediaadvertisinghadevolved,andtheroleofinfluen
cersinshapingcustomers'buyingdecisions.

Kim and Kim (2021) discussed the important role of trust in communications sent out
byinfluencers through social media platforms. Their marketing study revealed subtle
differencesintheevolvingnature
[Link] involved a sample of 384
respondents whoused the Amazing M-Turk platform,which had representation from both
genders equally. The model was tested using AMOS andSPSS software. SEM was used to
test the proposed relationships. The result showed that trustmediated the influence of
authenticity, expertise, and homophile on marketing results. Theresults, on the whole, shed
light on a social exchange paradigm that helped predict trust in thenuancedinfluencer-
followerrelationship.

Koayetal.(2021)“focusedon the effects of Instagram influencermarketingon onlineimpulse

purchases. Cross-sectional data from 273 Instagram users was used to evaluate
[Link]-
PLSprogramwasusedtoanalyzedata,whichincludedapplyingpartialleastsquaresstructuralequati
onmodelling(PLS-SEM).The perceived social media marketing efforts of Instagram
influencers significantly influenced how followers perceived three key aspects of source
73
credibility: attractiveness, expertise, and trustworthiness, all of which were positively
[Link] impulse purchases were shown to be significantly influenced
[Link],consumers'perceptionsofInstagra
m influencers' beauty and trustworthiness acted as mediating variables in the linkbetween
such perceptions and online impulsive purchases. There had been a lack of researchon how
Instagram influencers' social media marketing activities impacted online
[Link]
research,Instagraminfluencers'socialmediamarketingefforts were shown to have a
considerable impact on their followers' online impulsive purchasesthroughsourcecredibility.”

Kwiatek et al. (2021) presented the opinions of social media users on the credibility
ofinfluencers' recommendations on social media. The study also tried todetermine
whethertheir credibility influenced consumer attitudes towards brands. Micro and macro
influencerswere plentiful on social media at that time. Their primary responsibility was to
advocate forthe brands they followed, encouraging their followers to form favorable
impressions of thebrands and possibly increasing their spending on products associated with
those impressions.
Itwascommonpracticeforbrandstopaysocialmediainfluencerstospreadthewordabout their
products. Companies gave them in advance not only the message content and
launchwindowwithinwhichtheywishedtoexertcontrolovertheircommunicationswithconsumers
but also the message format. Using these methods, businesses hoped to lessen thelikelihood
that positive EWOM would be skewed in a negative direction. For consumers
toputtheirfaithinthesuggestionsofsocialmedia'influencers,'thoseindividualshadtoexudea high
level of expertise in a particular field, possess considerable charisma, and be held
inhighregardbyotherusers.

Lal andSharma(2021)added to the knowledge with their work on influencers and

[Link]
of influencers and assessed the mediating role of brand consciousness on onlinepurchase
behavior. The sample set for the study consisted of 567 valid responses from youthfrom
Delhi, aged 16 to 35, who were administered a structured questionnaire. The
structuralequationmodelingtechniquewas usedto test thevalidity of
theconstructandidentifyrelationships. The EPIC model developed by a credible author was
adopted to measure

74
[Link]
that were part of influencers' strategies and consumers' purchase behavior.
Additionalfindings,such asthefavorableeffectofinfluencerson
brandconsciousness,werealsosupported.

Lee et al.(2021)took up the case of a strategic group, particularly from the restaurantindustry,
to explain the prominence of influencer marketing. The study used a qualitativeresearch
format and was restricted to two restaurants in Taipei, Taiwan. The objective of
thestudywastounderstandwhycost-per-viewwassocommonlyusedtomeasureinfluencer
performance. While the conversion aspect of their content should be measured,
effectively,cost-per-action was seen as a more viable measure. The study used seven in-depth
interviewswith restaurantowners,managing directors, andinfluencers tounderstand their
perceptionsof this emerging field. The selection of influencer pairs for the Japanese
restaurant and theSpanish restaurant was part of the research design. In some cases, the
results indicated thatcost-per-viewwasseenasmoreimportantthancost-per-
action,whileforothers,theconversion in the form of clicks and subsequently revenue was seen
as more critical. Towardsthe end, the authors laid out broad guidelines for owners and
managers of restaurant chains tomanageinfluencermarketingina waythatenhancesconversion
intorevenue.

McMullan et al. (2021) carried out a theoretical work supported by the sound observation
ofmanagement practices to provide insights on the nature of influencers. Attention was paid
tothe various tensions that existed between firms and influencers and influencers and
[Link] authors discussed and debated various issues that arose when brands actively
[Link]-termandshort-
termrelationships between firms and influencers differed, as did engagement. So, despite the
factthat the majority of metrics related to influencers' content and behaviors were short-term
innature, the researchers insisted on the need to manage relationships. Since influencers had
aspecial way of spreading content to the general public, the study encouraged businesses
tobalance theirties withthem.

McNair (2021) studied the key characteristics of the traits portrayed by influencers.
Thenature of contentwas alsostudied to understandits impact on followers' travel
[Link] research built on strong theoretical foundations and proceeded to discuss
opinion leadersand market mavens. Electronic word-of-mouth and blogging were key areas
75
of concern,according to the author. The sample was global,with questionnaires being sent out
online;349 usable responses were recorded. The age of respondents varied from 18 to 65,
with 95%of the sample belonging to the United States. The findings stated that Instagram and
Twitterwere more trustworthy than others. Content quality, as well as trustworthiness, was
found tostrongly correlate with a follower's travel intention. An R-square value of 42% was
[Link], the research brought together impactful attributes for online influencers,
and itcouldstrengthenknowledgeonhow influencers operated.

Peres and Silva (2021) focused on how social media influencers affected hotel
bookingsmade by their followers. The following particular objectives were established to
realize thisoverarching purpose: This study had two main goals: (1) to track how social
media marketingwasimpactedbyelectronicword-of-
mouth(eWOM)and(2)tounderstandthemicro-influencers' profiles and whatuser-generated
content (UGC) they posted regarding [Link]-
influencersplayedanimportantroleinswayingconsumers' purchase decisions in the hospitality
industry. Around 79% of consumers whofollowedtheinformationofmicro-
influencerssaidtheirdecisionswereinfluencedandbelieved that the information suppliedhelped
them geta sense of how their stay would belike because of some of the micro-influencers'
traits. It became clear that the reliability ofeWOMdata hada
directbearingonitspracticalapplication.

Pittman and Abell (2021) drew upon a niche domain in the field of social media
influencersas they studied green orientation; the authors identified this as an areawith
considerablescope for research as followers may be fewer in number. The sample was drawn
globally andconsisted of 275 female Instagram users with a mean age of 40; the survey was
administeredover Mturk. Participants were asked to respond to imagesshown with each
profilelinkedwith a product and 'green' content to describe the additional advantages.
Subsequently, theywere asked to rate their perceptions abouta sequence of questions using a
[Link] thattheinfluencerswith agreen profileweresupposed
tobesignificantly 'more helpful to the environment than others. Additional findings supported
amore positive feeling about micro-influencers—those who had a follower count of fewer
than10,000.

Primasiwietal.(2021)carried outresearch tounderstand key metrics orperformanceindicators

that helped describe the efficiency of various methods adopted on a key
76
[Link]
[Link],thestudydeveloped and built on
theoretical foundations; this was followed by quantitative research,which used 107
respondents, representing various functions such as digital marketing staff,social media
officers, and online shop owners. A pairwise comparison matrix was used todevelop a
consistency index and consistency ratio. Among their key findings, the
authorsnotedthatmostdigitalmarketingpractitionersfocusedonlike-commentratioandaudience
reachability. The study concluded by urging marketing companies and brands to focus on
keymetricswhile choosinginfluencersandexecutingsocialmedia activity.

Rajarathiam et al. (2021)described that in recent years, social media had

increasinglyprioritized advertising and commerce over user-generated content and
newsfeeds. There wasno better place than one of the websites like Facebook, YouTube,
Twitter, or Instagram forcompanies to have direct conversations with their clients. The
research aimed to investigatehow social media marketing affected consumer behavior, and
more specifically, consumers'intention to make a purchase. The study relied heavily on data
collected from 122
[Link]-structured
online questionnaire, they asked 22 closed-ended questions about consumers' trust,review-
selectioncriteria,product-
developmentbrainstormingtechniques,[Link]
sticalanalyses,includingfrequencydistributions,means,correlations,and
regressions,wereperformed using SPSS.

Singh(2021)aimedtodeterminehowsocialmediainfluencersimpactedcustomerpurchasing
choices. Analyzing consumers' beliefs and expectations about the phenomenonwas important
in order to grasp its significance. Another goal of the study was to find
[Link]
that a social media influencer had on consumers' purchasing decisions was
[Link]-
structuredinterviewswereconducted. Consumers with positive views of social media
influencers were more likely topurchase the advertised products compared to those with
negative views. Factors such asfamiliarity, rapport, authenticity, and expertise of the
influencer in their marketing effortsboosted consumer trust. Perceptions, opinions, and

77
experiences in the environment played asignificant role in shaping consumer purchasing
behavior and attitudes towards WoM. Thestudy found that respondents placed more
importance on their immediate surroundings [Link]
forthisstudywascollected andanalyzed qualitatively.

TafesseandWood(2021)exploredtherelationshipsbetweeninfluencers'content,engagement
strategy, and its impact on follower engagement. The dataset was compiled frommultiple
sources, including [Link] and influencers' online databases obtained through aweb
crawler. The study focused on 243 influencers in Riyadh, Saudi Arabia.
InformationabouttheirInstagram
contentwascollectedandmanuallyexaminedbytheresearcherovera period of 45 days. OLS
regression, a multivariate analysis technique, was used for
[Link]
ent. The study also found a significant positive interaction between the quantity ofcontent
and interest domains, providing additional contributions to theory building
regardinginfluencers'organic contentandengagementstrategies.

Thakker (2021)conducted a survey on consumerbehaviorin the contextof

influencermarketing, specifically targeting millennials and baby boomers in Pune city. The
primarystudy included 310 respondents, with equal representation of males and females,
includingstudents and the working population. The data was analyzed using Leven's test for
equality ofvariance and t-test to validate the hypotheses. Electronics, skincare, and beauty
products werethe categories where respondents admitted tofollowinginfluencers on social
media.
Thestudyrevealedimportantfindings,includingthesignificantimpactofsocialmediainfluencers
on the purchasing behavior of individuals across different age groups and thepreference of
millennials for Instagram as a key platform for following trends. Significantdifference
inthebuyingbehavior ofmillennialsandbabyboomerswerealsoidentified.

Topalova (2021)conducted research to understand how Instagram influencers in Russiacould

affect behavioral change in consumers, particularly in the fashion industry,
comparingGeneration Z and millennials. The study involved 50 females aged 25 to 40
(millennials) and50 females aged 16 to 22 (Generation Z). A questionnaire was circulated,
and responses werecollected online. The findings revealed that Generation Z preferred
receiving content throughvideos, while millennials preferred images. Generation Z also
78
exhibited higher engagementwith Instagram compared to millennials. Around 80% of
millennials found influencer-drivencontent trustworthy, while 64% of Generation Z
expressed trust in such content. The
authoremphasizedtheimportanceforfirmstodeliverfocusedcommunicationandcustomizemessa
gesappropriatelyforthetargetaudience.

Vidania and Dasb (2021) observed that the growth in social networks and social media
usersin recent years had created a new marketing challenge, which was noise. The
effectiveness ofpay-per-click (PPC) advertisements on social media was diminishing due to
the increasingnoise generated by online users. The number of social media users utilizing ad-
blockingsoftware and programs was also on the rise, reaching 615 million. On one hand,
peopledesiredorganicandauthenticinteractionswithcompanies,butthenoisewashinderingthat.
Marketers were reevaluating their advertising tactics to find fresher and more
[Link],marketerswerediligentlysearchingfortheidealstr
ategy to influence customers and prioritize sales conversions. One effective method toescape
the social media noise was to focus on consumer-centric marketing tactics, such
asnativeadvertising,productplacement,influencermarketing,[Link]
arketing,whichinvolvesleveraginginfluentialindividualstopromoteacompany, proved to be
highly successful in facilitating social media growth and connectingwith users. Word of
mouth or e-WOM remained a powerful tool for spreading messages inmarketing.

VonMettenheimandWiedmann(2021)examinedtheinfluenceofinfluencers'personalitiesonbr
andpersonalitiesandconsumers'[Link] a profile of the
influencer and had participants assess the personalities of Nike
[Link]'perceptionsweretakenintoconsiderationtodeterminewhether
certain influencers fit the desired profile for the two chosen brands. A pre-test with asample
size of 30 participants was conducted to survey profile fit. The sample for the mainstudy
consisted of 547 participants from Germany, with 65.3% being female and an averageage of
25. SPSS was used for manipulation checks using variance analysis. A structuralequation
model was employed to test the validity of the model fit and evaluation. The studyfound that
post-belief and post-attitude, two key constructs, had a favorable impact on
brandtrust,whichinturninfluencedbuyingintentionpositively.

Zhou et al. (2021) investigated the role of social media influencers in the Chinese
[Link]-organism-
79
responseframework,thestudyaimedtodetermine the utility of influencers' content in
addressing potential issues in the luxury marketnarrative. The target population consisted of
consumers residing and working in the cities
[Link],witheachgroupcomprising
eight to ten members. A total of 53 respondents participated in the study, anddiscussions
were conducted in Mandarin and later translated into English. Content analysiswas
performed using NVivo software. The findings indicated that most participants believedin the
narratives presented by influencers and felt a strong identification with the brandsendorsed
by influencers. Additionally, participants perceived the influencers' electronic word-of-
mouth(eWOM)tocontainpersuasiveandlogicalargumentswhendescribingthe
[Link]'eWOMwasgenerallyconsideredacceptable.

Devi and Mahapatra (2022) discovered a steady increase in the number of businesses
usingsocial media influencers for advertising purposes over the past few decades. Social
mediainfluencers have gained significantinfluence, power, and prestige, surpassing that of
movieorsports [Link] sharing pictures,videos,andupdates about products orbusinesses
onsocial media,influencers provide consumers with credible views and shape their
[Link] study aimed to determine whether customers placed importance on the opinions
of socialmedia influencers (SMIs). Data was collected from 123 participants in the
Delhi/NationalCapital Region using a standard questionnaire. The information was analyzed
using SPSS'smultiple regression function. The results indicated that the trustworthiness of
branded contentpublishedbySMIssignificantlyinfluencedthe
audiencesconsumingsuchcontent.

Erkanetal.(2022)aimedtodeterminehowadmiration,perceivedeaseofuse,andinformation
content of influencers affected consumers' propensity to make purchases. Theparticipants in
this study were expected to be active social media users who also followed atleast one
influencer. Structural Equation Modelling (SEM) analysis and Confirmatory FactorAnalysis
(CFA) were used to observe the associations among variables. The analysis usingstructural
equation modelling revealed that the degree of usefulness, ease of use,
andadmirationofaproducthaddirectandpositiveeffectsonconsumers'likelihoodtopurchaseit.
Factors such as usefulness, admiration, and informational content indirectly
influencedconsumer behavior in a positive manner. This study made a significant
contribution to theliterature by highlighting the effects of aspects such asusefulness,

80
perceived
usability,andadmirationinthecontextofinfluencermarketingonbothbuyingbehaviorandintention
.

Hota (2022) examined various aspects of influencer marketing's impact on young adults.
Asurvey was conducted among 25 randomly selected individuals to assess the effectiveness
[Link]-twopercentofthestudy
participants,including the majority of surveyed teenagers, expressed trust in the
recommendations ofvarious social media influencers. Globally, 80% of teenagers agreed that
influencers couldinfluence their brand opinions due to shared values and interests. Women
may be moreaffectedthanmen.

MartiningsihandSetyawan(2022)investigatedtherelationshipbetweeninfluencers'credibility,
measured by factors such as expertise, trustworthiness, and attractiveness, andconsumers'
intention to make a purchase on the Shoppe platform duringthe [Link]
study alsoexamined themoderating role of attractiveness, trustworthiness,and expertise of
influencers on customers' purchase intentions. The study focused on users ofsocial media and
the Shoppe app, with a sample size of 200 participants. Multiple linearregression analysis,
along with validity and reliability tests, were used for data analysis. Theresults indicated that
the attractiveness and expertise of influencers had a significant
andpositiveeffectonconsumers'[Link],thetrustworthinessofinfluencers
had a negative effect and was largely irrelevant to purchase intent in the Shoppemarketplace
during the COVID-19 pandemic. The pandemic itself had a positive effect
[Link]'s attractiveness,trustworthiness,and expertise variables predicted 49%
ofthe variance in consumer intent, with the remaining 51% predicted to be influenced by
othervariables.

Masudaetal.(2022)studiedthedynamicsemergingintheformationofPara-
socialrelationships(PSR)[Link]
ng and the development of constructs. The research focused on Korean respondents,with a
sample of 313 individuals who frequently visited YouTube and actively consumedcontent of
a specific nature. Structural equation modeling was used to understand the directand indirect
relationships between the defined constructs. Key findings stated by the authorsincluded: a)
personal attributes explained 50% of the variances in trustworthiness, and b)personal
attributes also explained 74% of the variances in PSR. The researchers concludedthatPSR
81
influencedfollowers' buyingbehaviorthrough advertisements by social mediainfluencers.

Rameshkumar (2022) discussed how the widespread adoption of digital technologies

overthe past few decades had a profound impact on people's way of life. Customers at that
timeoften consulted social media sites before making major purchases. The research aimed
todetermine if and how social media influencers had an effect on the buying behavior of
youngdigital customers. Primary data from 150 participants were used for this purpose.
Statisticalprograms were used to tabulate and examine the data. The results demonstrated that
the rapidexpansion and widespread acceptance of social media platforms had a favorable
impact onshoppers'[Link],childrenandteenagersweredubbedinnovatorsbecause
they were quick to adopt new methods and ideas. Many social media marketing
strategiestherefore targeted young individuals. Social media was being used by young people
at thattimeforvarious purposes,includingpurchasing.

Tirpude (2022) emphasized that in recent years, the rise of social media had revolutionized
acompany's marketing approach. It provided a fantastic avenue for feedback as it
facilitatedcustomerinteractionwithcompanies,consumernetworking,andtheexchangeofinforma
tion, ideas, and opinions. The goal of the article was to conduct an empirical analysisof the
effect of social media on consumers' buying behavior, focusing on the influence ofreviews
and ratings at each step of the purchasing cycle. The inquiry uncovered
[Link]
aled that friends and family had a significant impact on consumers' propensity to
buysomething. Social media was more influential during the alternative research and
evaluationstages of the consumer purchase decision process. According to 81.3% of
respondents, socialmediainfluencedcustomers'intentions andchoicestobuy.

82
 Table2.1 Reviewof Literature

Citations
The objective of the Study Sample Size, Tests Findings and Conclusion

Chen et al. To examine whether the presence of 100 best-sellers, 352 The findings demonstrated that increased
(2004) consumer feedback and retailer suggestions popular books, and 241 recommendations were positively correlated with
diminishes the expenses associated with less popular books, increased sales, and that recommendations were
consumer information search. (Descriptive statistics, especially effective for less well-known books.
correlation, regression,
eviews)
Hsu et al. To examine the impact of blogger This study involves the The study found that blogger recommendations have a
(2013) endorsements on individuals' intentions to participation of 373 significant positive effect on online shopping
make online purchases. individuals. Structural intentions. and online shopping intentions.
equation modeling was
used to analyze the
collected data.
Wang et al. To examine the role of message content 251 students Positive implications for other e-WOM such as online
(2015) characteristics; this study added to the discourse gathering, person-to-person communication,
growing amount and scope of research on and online travel review sites.
consumers' attitudes and behaviors in
response to online buyer audits.
Babic To investigate the relationship between 196,344 tweets, The study found that Twitter word-of-mouth had a

83
Rosario et Twitter word-of-mouth and the box office (Regression analysis) significant positive effect on the box office success of
al. (2016) success of movies that are promoted through movies promoted through celebrity endorsements.
celebrity endorsements
Cheah et al. To examine factors like credibility, 200 respondents (PLS- The study identified the role of the consumer's attitude
(2017) attractiveness, product compatibility, and SEM) as a mediator in the relationship between social media
meaning transfer to understand the impact of influencers and consumer behavior.
social media influencers.
De Veirman To find out whether the number of followers 117 Instagram users A good number of followers increase likeability.
et al.(2017) has an influence on the association between (Sequential Mediation An When a lot of people are interested in a product, the
followers and influencers' likeability. alysis) concept develops that it won't be unique.
Hurt (2017) To compare the influencers working with 10 influencers (Content Influencer who posted more often had higher
two social media/influencer marketing Analysis) followers; those who posted images with well-known
agencies, Socialite and Influencer Marketing brands had more followers. Therefore, the influencers
Agency (IMA) linked with brands and sponsorships usually had more
than a million followers. A third-person or a
professional who captured photos of influencers with
(out) the brands had much more leverage.
Meera et al. To ascertain the varied views of Sivakasi 80 respondents (Mean, The success of an e-retail company in India is
(2017) internet shopping application users relating frequency analysis, contingent upon several factors, including its level of
to the practice percentage ) recognition, brand reputation, innovation, fairness of
policies, and customer satisfaction.

84
Sudha and To explore different kinds of influencer 200 national-level women Significant impact of blogs on the purchase intention
Sheena marketing software and examine how respondents (Chi-square of women; bloggers on social media brought
(2017) influencers affect the purchasing decisions test, cross tab, and considerable credibility on account of their views as
of fashion industry consumers. ANOVA) well as links to products they espoused on social
media.
Kadekova To provide a critical examination of 459 respondents The aforementioned consumer generations differ
and influencer marketing's potential and to (Kruskal-Wallis Test, the significantly from one another in terms of the
Holiencinov identify the role that influencers play in Kolmogorov-Smirnov influencers' ability to sway the purchasers' decisions,
a (2018) shaping the purchasing habits of Millennials Test, the Fisher's Exact and thus present unique marketing possibilities.
and Generation Z. Test, and the Dunn's Test)
Puotiniemi To understand the methods through which 158 respondents 58% of the respondents followed trends and
(2018) influencers create an impression in the (Univariate statistics) influencers for beauty and fashion products. 46% of
minds of young people the respondents followed influencers for fitness-
related purposes. The target population is likely to
engage with influencers; hence marketers should use
influencer marketing as one of the key avenues for
increasing purchases.
Ta (2018) To provide an analysis of influencers' Ten respondents YouTube and Instagram are the most important
blogging patterns that impact the buyer’s (Frequency and Content channels to attract blog traffic. Female respondents
decision and to find out the relationship Analysis) view influencers as opinion leaders, while male
between bloggers' recommendations and respondents show that they view influencers in a

85
 buyer behavior broader sense.
Botelho To studied the role of influencers in the 338 respondents, 7-point Consumers bought cosmetics if they identified
(2019) highly fickle cosmetics industry Likert scale strongly with the influencers, and evidence also
supported the relation between the quality of the
content and purchase intentions.
da Costa The objective of the study is to examine 30 female consumers, 200 The posts made by influencers on Instagram regarding
(2019) whether the posts created by influencers Instagram comments a specific product or service strongly influence both
have an impact on consumers' brand from each five Portuguese consumers' inclination to make a purchase and their
attitudes, specifically their opinions digital influencers (in- perception of the brand. The most influential factors
regarding a particular brand's product or depth interviews and that affect purchase decisions on Instagram include
service. netnography) the personality of the influencer, the ratio of followers
to followees, and the choice between following
traditional celebrities or bloggers, among various
other factors.
Hermanda To determine how social media influencers 219 respondents Both social media influencers and self-concept have
et al. (2019) affect brand perception, individual self- (Structural Equation significant negative impacts on purchase intention, but
concept, and consumers' propensity to Modelling) brand image has a positive impact on purchase
purchase cosmetics. intention.
Mlodkowsk To examine the effect that YouTube and 160 People Instabloggers and YouTubers are trusted sources of
a (2019) Instagram influencers have on consumers' (Quantitative Analysis) information by consumers. It is possible to recruit new
purchasing decisions consumers, spread favorable word of mouth about

86
 new items, and increase sales by working with
influencers. There are two categories of JEL
classification: M31 and M37.
Tzavara et To find out the impact of Facebook and 115 respondents Both Facebook and Instagram influence the consumer
al.(2019) Instagram on buyer’s behavior towards the (Percentage Analysis) behavior of Rhodian consumers. Consumers are
retail fashion market in Rhodes, Greece getting fashion inspiration from these, but in an
inactive way rather than through active engagement
with fashion.
Aypar and To study the domain of food-related 394 Respondents, (Factor About 49% of the variation in the purchase intention
Kazanciogl products with specific reference to analysis and regression) of consumers was explained by their attitude. It was
u (2020) influencers and their recommendations found that the influencers’ messages affected the
purchase intention of the consumers.
Chopra et To shed light on how various facets of 25 in-depth conversations Influencers can create a change in behavior by
al. (2020) influencer marketing impact consumer and 57 interviews creating awareness, enhancing knowledge, product
behavior recommendations, and product purchase, thereby
reinforcing the power of micro-influencers and
bloggers to create and disseminate content.
Gajanova et To study how influencers assist in the 385 Respondents, Slovak population may be showing more distrust
al. (2020) buying decision process, sometimes leading (Descriptive statistics) towards social media-related influencers and the
to the purchase of a brand or product products or services they espouse.
Ki et To explore a relatively lesser understood 395 Respondents, Influencers wield a powerful, soft influence over

87
al.(2020) area – the attachment mechanism of (Structural equation followers on account of emotional bonding;
influencers over their supporters modeling) additionally, the followers’ bonding is enhanced with
greater levels of influencers’ content usefulness.
Qin (2020) To study how influencers connected with the 135 Respondents (Chi- Young people spent considerable time performing
youth and influenced them in buying square, ANOVA) online searches. The author concludes that there is
decisions potential for influencers to disseminate the right kind
of information to their various followers
Saima and To discover the effects of different traits of 76 People, (Structural Customers' willingness to make a purchase is
Khan influencer on their reputation and, equation modeling) influenced directly by the reliability and reputation of
(2020) ultimately, buying behavior of customers in the influencer
Delhi NCR, India.
Trivedi and To examines the relative effects of celebrity 438 Participants, The influence of brand appreciation and brand attitude
Sama vs expert influencers on online purchase (Structural equation is a mediator. Participation has also been shown to
(2020) intentions modeling) have a moderating impact.

Zak and To study the theoretical dimension while Key findings state that 30% of the respondents would
430 Respondents
Hasprova explaining the influencers’ role in decision buy a particular product on account of influencers’
(Descriptive Statistics )
(2020) making content. Another finding notes that most consumers
may purchase clothes based on influencers’
recommendations. Moreover, 55% of the respondents
trust the products which have the backing of
influencers.

88
Hofer To examine the impact of social media 126 Austrian and German Findings mainly reinforced the original hypotheses
(2021) advertising within the beauty and skincare citizens (ANOVA) stating that online reviews and content influenced
sector. consumers’ purchase intentions.
Jansom and To understand the millennial followers in 400 Respondents Most of Thai followers listen to influencers on
Pongsakorn Thailand in the context of Instagram (Structural equation Instagram for luxury product-related content. PSI with
rungsilp influencers and how they may lead to modeling) influencers can be used to remove any deleterious
(2021) display possible purchase behaviors effects of social networks; when Thai millennials
interact emotionally with influencers, they create
value perception for the luxury products espoused.
Kadam et To gain insight into the impact of social 157 Respondents (Chi- The findings stated that influencers exerted some pull
al. (2021) media influencers on consumer purchasing square test) in the decision-making process while noting that this
decisions. was gender-neutral. The authors further find that
social media is a fundamental lever in the hands of
marketing companies. They conclude that this digital
tool is likely to serve marketers as they seek to
increase their reach.
Khan and To evaluate the advertising efficiency of 200 People Influencers of social media have a significant part in
Phung social media influencers. (Correlation analysis, and the buying choices of consumers because of how
(2021) Regression analysis) influential they are on the web. Better understand how
advertising works, how social media advertising has
evolved, and the role of influencers in shaping

89
 customers' purchase decisions.
Koay et al. To study effects of Instagram influencer 273 Instagram (Structural Instagram influencers' social media marketing efforts
(2021) marketing on online impulse purchases equation model) have been shown to have a considerable impact on
their followers' online impulsive purchases through
source credibility
McNair To study the key characteristics of the traits 349 Respondents (R- Instagram and Twitter were more trustworthy
(2021) portrayed by influencers as well as the square) compared to others. Content quality, and
nature of content to understand the impact trustworthiness, were found to strongly correlate with
on the followers’ travel intentions a follower’s travel intention.
Thakker Consumer behavior across different age 310 Respondents a) There is a major impact of social media influencers
(2021) groups in the context of influencer (Leven’s test) on buying behavior of various lifestyle products, b)
marketing most millennial used Instagram as the key platform to
understand and follow trends, and c) there are
differences in the buying behavior of millennial and
baby boomers.
Topalova To understand how Instagram influencers in 100 Females Respondents It was found that Generation Z engages more with
(2021) Russia can affect behavioral change in (Inferential Statistics) Instagram than the millennials. 80% of the millennials
consumers, especially in the fashion industry found the influencer-driven content trustworthy; 64%
of Generation Z found them trustworthy.
Zhou et al. To explore the utility of the influencers’ 53 Respondents (NVivo Most of the participants believed in the narrative
(2021) content to overcome possible issues in the software) given by social media influencers and they felt a

90
 luxury market narrative strong identification with the brand espoused by the
influencers. Moreover, most participants felt that the
eWOM of bloggers is quite acceptable
Devi and To search out whether or not customers 123 Participants (Multiple The trustworthiness of the branded material published
Mahapatra place any stock in the opinions of social Regression Analysis) by SMIs significantly affects the audiences that
(2022) media influencers (SMIs) consume such content.
Rameshkum Tofind out if and how social media 150 Participants The rapidexpansion and widespread acceptance of
ar (2022) influencers had an effect on the buying social media platforms had a favorable impact
behavior of youngdigital customers. onshoppers'[Link],childrenandteenagers
weredubbedinnovatorsbecause they were quick to
adopt new methods and ideas.

91
2.3 ResearchGap
[Link] existing
literature, it represents an opportunity to contribute to the knowledge base in thatarea. Objectives
can be designed toaddress the research gap and contribute to the existingknowledgeinthatarea.
On the basis of the review of literature, it has been found that Influencer Marketing has
becomethe most effective approach of advertising. In the years to come, it is projected for an
upwardtrend, because of the constant updates of new features in the social media platforms.
InfluencerMarketing is the cost-effective way to get a good return on the money invested
because moremoney is invested in these sectors than ever before. The main highlight
ofinfluencer marketingis that it can target the intended audience better and quicker and is also a
more one-to-one andrealistic approach. Influencer Marketing is considered the latest type of
celebrity endorsement,wheremicro-
celebritiesandmediapersonalitiesplayasbrandambassadorsandendorseproductsas wellasbrands
ontheirsocialnetworkingaccounts.
Although influencers on social media have continued to experience exponential growth since
itsinception; however from the review of literature, it seems that the phenomenon is still is in
itsinfancy stage. Most of the research work is under taken in developed countries such as
Russia,Poland,Taiwan,[Link],limitednumberofresearchfocusedonunderstan
ding the impact of influencer marketing on consumer buying behavior. As a result,there is a
significant opportunity for further research; hence there is a scope to work in this [Link]
some studies have been conducted, they are limited in number and scope. Further, suchresearch
has not been found to be completed in Indian context. On the basis of research
gapidentifiedfollowingobjectiveshavebeenmadeforthisstudy.
1. To study theimpactof influencers on Word of Mouth (WoM)campaignsin socialmedia.
2. Toidentifythechannelspreferredbyinfluencerstoinfluenceconsumer buyingbehavior.
3. To investigate the role of influencers towards perceived risk, social media
engagementandbuyingbehaviorrelationship.
4. To study the effect of influencers in search cost and quality of information required
toinfluence buyingbehavior.

92