Guardat en:
| Autor principal: | |
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| Format: | Recurso digital |
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| Publicat: |
Zenodo
2025
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| Accés en línia: | https://doi.org/10.5281/zenodo.17680110 |
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Taula de continguts:
- <p><em>The rise of social media has transformed marketing practices globally, with influencer marketing emerging as one of the most powerful tools to shape consumer decision-making. Consumers today are increasingly exposed to curated content from digital influencers, who blend personal storytelling with brand promotion. This article explores the impact of influencer marketing on consumer behaviour, focusing on trust, purchase intention, brand loyalty, and consumption patterns. The study draws upon existing research and market trends to critically evaluate how influencer endorsements differ from traditional advertising in shaping consumer psychology.</em></p>