Impact of Influencer Marketing on Consumer Purchase Intention: Effect of Word of Mouth, Opinion Leadership

Abstract

As the smartphone and internet become a more significant part of peoples daily lives, social media has become a more substantial part of peoples lives. With these circumstances, influencer marketing is considered a new marketing strategy and reflects the trends that this new marketing strategy has gradually taken over the importance of traditional marketing strategy. Although influencer marketing is regarded as a new field, many studies already focus on this field. This essay will focus on two aspects of influencer marketing and analyze how consumer purchase intention has changed.