Impact of influencer marketing on consumer purchase intention and loyalty

Identifier:  TFM:1804

Handle: https://hdl.handle.net/20.500.11797/TFM1804

Authors:  El Bouchtaqui Dahmazi, Yassin

Abstract:
Influencer marketing has become a powerful strategy for brands with the aim of transmitting their messages through different social networks such as Instagram, X or TikTok. Brands can get their message across in a more credible and authentic way through influencers who have the specific audience that brands need to promote their products or services. Influencers are able to create emotional connections with their followers, which generates great confidence for their audience in recommending products or services of the brand they promote. In this way, this research evaluates whether influencer marketing influences consumer behavior, specifically, purchase intention and loyalty. The methodology used was to carry out a descriptive research through the application of a structured survey. The results obtained in this research were that the influencer's credibility and knowledge positively affect the consumer's purchase intention towards the brands they promote and, on the other hand, the influencer's