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This study empirically analyzes influencer marketing's impact on consumer behavior and purchase decisions using Structural Equation Modeling with Smart-PLS. Drawing on data from 320 respondents selected through purposive sampling, the research examines the relationships between content characteristics, social media platform features, consumer behavior, and their subsequent effects on purchase decisions. The hypotheses tested include: (H1) Content Characteristics (COC) significantly influence Consumer Behavior (COB); (H2) Social Media Platform (SMP) characteristics affect Consumer Behavior; and (H3) Consumer Behavior impacts Purchase Decisions (PRD). The analysis reveals that content characteristics and social media platform features significantly affect consumer behavior, influencing purchase decisions. The findings highlight the critical role of tailored content and platform features in shaping consumer interactions and purchasing actions. Policy implications suggest marketers optimize content quality and platform engagement strategies to enhance consumer trust and drive purchasing outcomes. This research contributes valuable insights into the dynamic interplay of influencer marketing elements and provides actionable recommendations for improving marketing strategies in the digital age.
Keywords:
Influencer Marketing, Consumer Behavior, Purchase Decisions, Structural Equation Modeling (SEM), Content Characteristics, Social Media Platforms.
Cite Article:
"Empirical Analysis of Influencer Marketing on Consumer Behavior and Purchase Decisions: Structure Equation Remodeling", International Journal of Science & Engineering Development Research (www.ijrti.org), ISSN:2455-2631, Vol.9, Issue 7, page no.362 - 368, July-2024, Available :http://www.ijrti.org/papers/IJRTI2407042.pdf
Downloads:
000204765
ISSN:
2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator