Role of digital influencers in the consumer purchasing decision process

Abstract

In an increasingly technological era, marketing strategies have evolved significantly, keeping pace with changes in consumer behavior. Traditional marketing techniques, such as advertisements and conventional advertising, are no longer sufficient on their own to win over and legitimize consumers. In response to this transformation, influencer marketing has emerged as one of the most effective approaches to reaching target audiences in a more authentic and engaged way. Digital influencers, who cultivate a strong relationship of trust with their followers, have come to be seen as more reliable recommendation agents than traditional forms of advertising. This article explores the impact that these influencers have on the purchasing decision process, highlighting the relevance of their opinions in building consumer trust and encouraging the purchase of products and services.