ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEW
In the digital era, companies rely on a strong digital presence to shape their reputation and engage consumers effectively. This study explores the impact of influencers on consumer behavior within the realm of digital marketing. The study employs a comprehensive literature review approach to del...
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| Format: | Article |
| Language: | English |
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Editura ASE
2025-05-01
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| Series: | Revista de Management Comparat International |
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| Online Access: | https://www.rmci.ase.ro/no26vol2/15.pdf |
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| _version_ | 1850267647334154240 |
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| author | Nicoleta ISAC |
| author_facet | Nicoleta ISAC |
| author_sort | Nicoleta ISAC |
| collection | DOAJ |
| description | In the digital era, companies rely on a strong digital presence to shape their
reputation and engage consumers effectively. This study explores the impact of
influencers on consumer behavior within the realm of digital marketing. The
study employs a comprehensive literature review approach to delve into the
dynamic interplay between digital influencers, consumer decisions, and brand
promotion strategies. Through content analysis, this research aims to uncover
the nuances of consumer interactions with influencers in the digital landscape,
shedding light on the evolving nature of online marketing practices. The findings
are expected to provide valuable insights for companies seeking to optimize their
digital marketing strategies and effectively leverage the influence of digital
leaders on consumer behavior. |
| format | Article |
| id | doaj-art-0c071fd205da4ed08fc95f12f3aadc3b |
| institution | OA Journals |
| issn | 1582-3458 2601-0968 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Revista de Management Comparat International |
| spelling | doaj-art-0c071fd205da4ed08fc95f12f3aadc3b2025-08-20T01:53:42ZengEditura ASERevista de Management Comparat International1582-34582601-09682025-05-01262429441ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEWNicoleta ISAC0Department of Business Administration Istanbul Sabahattin Zaim UniversityIn the digital era, companies rely on a strong digital presence to shape their reputation and engage consumers effectively. This study explores the impact of influencers on consumer behavior within the realm of digital marketing. The study employs a comprehensive literature review approach to delve into the dynamic interplay between digital influencers, consumer decisions, and brand promotion strategies. Through content analysis, this research aims to uncover the nuances of consumer interactions with influencers in the digital landscape, shedding light on the evolving nature of online marketing practices. The findings are expected to provide valuable insights for companies seeking to optimize their digital marketing strategies and effectively leverage the influence of digital leaders on consumer behavior.https://www.rmci.ase.ro/no26vol2/15.pdfinfluencerconsumer behaviordigital marketing |
| spellingShingle | Nicoleta ISAC ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEW Revista de Management Comparat International influencer consumer behavior digital marketing |
| title | ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEW |
| title_full | ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEW |
| title_fullStr | ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEW |
| title_full_unstemmed | ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEW |
| title_short | ANALYZING THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOR: A COMPREHENSIVE LITERATURE REVIEW |
| title_sort | analyzing the impact of social media influencers on consumer behavior a comprehensive literature review |
| topic | influencer consumer behavior digital marketing |
| url | https://www.rmci.ase.ro/no26vol2/15.pdf |
| work_keys_str_mv | AT nicoletaisac analyzingtheimpactofsocialmediainfluencersonconsumerbehavioracomprehensiveliteraturereview |