An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior

Management

This exploratory study investigates the key factors of influencer marketing that influence consumer buying behavior. The primary objective is to identify how elements such as influencer credibility, content quality, consumer engagement, and purchase intention shape consumer decisions. Employing a exploratory-cum-descriptive research design, the study gathered primary data through an unstructured questionnaire from 250 active social media users across urban areas of Haryana, using a 5-point Likert scale. A purposive sampling technique ensured respondents had regular exposure to influencer content. Secondary data from journals and articles further supported the analysis. Factor analysis was employed to uncover and validate the core dimensions influencing consumer behavior. The results reveal that influencer marketing significantly affects purchasing decisions, with four major factors emerging: influencer credibility, quality of content, level of consumer engagement, and purchasing intent. Among these, influencer credibility and content quality had the strongest influence. The findings offer meaningful insights for marketers and brands aiming to strategically leverage influencers to shape consumer preferences and improve marketing effectiveness.

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