The Influence of Online Influencers on Consumer Purchase Intention

Abstract

In order to deliver better and appropriate products to the customers, marketers do a lot of research on consumer behaviour. Understanding consumer behaviour by companies results not only in identifying their potential customers but also helps in customer satisfaction, influencing potential customers, creating competitive advantage, making effective marketing strategies and increase in customer base. Development of social media has revolutionized the interaction and communication between companies, customers and other stakeholders. Customer can access product information, review, evaluate and compare alternatives on social media that affects their buying decisions. With the advent of social media marketing, marketers can communicate and serve their customers in more personalized manner as compare to mass media marketing. Purchase intention is a critical element which provide insight about consumer buying behaviour. Purchase intension may be governed by societal, emotional, logical, moral, psychological and economic factors. In this paper, we analyze how consumer purchase intention is influenced by social media and various factors affecting the consumer purchase intention on social media.