The impact of influencer marketing on the purchasing behavior of young consumers
DOI:
https://doi.org/10.34630/tth.v6i1.7292Keywords:
Influencer Marketing, Youth consumer, Social media, Purchase decision, digital influencerAbstract
Influencer marketing has become one of the most significant strategies within the contemporary digital ecosystem, particularly regarding the purchasing behaviour of young consumers. The growing use of social media has profoundly reshaped decision-making processes, shifting credibility from traditional media to digital influencers. This article examines how influencer marketing affects young people’s consumption choices, assessing both its opportunities and inherent risks. Drawing on an updated theoretical framework, it addresses the relationship between followers and influencers, the impact on youth identity formation, and the implications of social pressure and consumer behaviour.
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