The role of social media influencers on the consumer decision-making process

Coelho Antunes, Ana Cristina

http://hdl.handle.net/10400.21/21768

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Authors

Coelho Antunes, Ana Cristina

Abstract(s)

The digital era has introduced many changes in the consumer marketplace. Social media and especially social networking sites redefined how consumers relate to and behave towards brands, as well as the brand-consumer relationship. Within this context and the heightened resistance to brand communication through traditional media, marketeers are turning to other strategies to connect with their customers and influence their consumer journey. One of these strategies is influencer marketing. In the last years, brands have used social media influencers as endorsers of their products and services, and as brand ambassadors. Digital influencers connect consumers and brands, strengthening their bond and allowing the brand to reach their target in a more natural way to influence the consumer buying process. In this chapter we will provide a narrative review on the role of digital influencers on the consumer decision processes.

Keywords

Consumer marketplace Social media Consumers Brand-consumer relationship Influencer marketing

URI

http://hdl.handle.net/10400.21/21768

Citation

Antunes, A.C. (2022). The role of social media influencers on the consumer decision-making process. In M. Khosrow-Pour (ed.), Research anthology on social media advertising and building consumer relationships (pp. 1420-1436). IGI Global Scientific Publishing.