Role of Influencers in Online Shopping
DOI:
https://doi.org/10.18034/ra.v11i3.664Keywords:
Influencers, Social Media, Consumer Behavior, Online ShoppingAbstract
This article explores the multifaceted role of influencers in the digital age, focusing on their impact on marketing, consumer behaviour, and content creation. The swift progress in internet technology has resulted in the rise of social media as a dynamic platform for communication, content creation, and marketing. The extensive reach and interactive capabilities of social media make it a great asset for businesses, especially in the field of marketing communication techniques. Influencers, utilizing their prominence, trustworthiness, appeal, and authority, have become crucial in shaping customer behavior and buying choices. Their services include offering suggestions for products, building trust and credibility, increasing brand recognition, demonstrating social proof, and producing captivating content. Influencers enhance consumer engagement and cultivate loyalty by incorporating items into genuine and engaging stories. They have a role that goes beyond simply endorsing to actively influencing e-commerce trends and consumer behavior in the digital era. Therefore, it is crucial for businesses to acknowledge and utilize the power of influencers in order to establish significant relationships with consumers and traverse the ever-changing realm of online commerce.
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