THE IMPACT OF INFLUENCER MARKETING ON ONLINE PURCHASE DECISION-MAKING

Abstract

This study aims to address the issue centred on the impact of influencer marketing on online purchase decision-making. To achieve this objective, our work is divided into two chapters. The first chapter deals with the theoretical concepts of influencer marketing and its relationship with online purchase decision-making. The second chapter is dedicated to the empirical study using Anova test and T Test model based on a sample of 156 participants who follow influencers and already bought based on their recommendation. The preliminary results obtained show that the most influential variables on online purchase decision-making areLikes, eWOM, content Sharing, ROPO Behaviour (Research Online/ Purchase Offline) and Influencer Marketing Strategies (Follower Match, Sponsorship Disclosure, Trust in Influencers, etc.)