Influencer Marketing and its Effect on Consumer Decision-Making Processes for Electronic Products

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Thensingh Raja, Tamil Arasan, Tanzeem Khan, Surojit Ghosh, Kishore Thomas John

Abstract

Influencer marketing has become a powerful tool in today’s fast-paced digital world, significantly shaping how people choose electronic products. This study will take a balanced approach, using both numbers-driven surveys and in-depth interviews, to explore the effects of influencer marketing on consumer electronics purchases. By combining these methods, we aim to gain a richer insight into how influencer marketing influences the choices people make when buying electronics.We will gather insights from a sample of 500 consumers, aged 18 to 45, who have bought electronic products in the past year, alongside 20 in-depth interviews with both consumers and industry experts. The research will focus on key aspects such as the credibility of influencers, the authenticity of their content, and the preferred platforms for influencer marketing.The study finds that at each stage of the consumer decision journey, whether it is awareness or consideration, influencer marketing drives greater impact. In any case, the trust in the influencer's personality and their perceived expertise is the turning point in such marketing strategies. The influence of the influencers will also vary depending on each electronic product category, like smartphones, laptops, and smart home devices. This research adds to the larger literature on digital marketing and consumer behavior; it carries the practical implications for brands looking to target sophisticated consumers in the technology industry. This also sets the foundation for further investigation on this topic, with respect to how influencers may influence purchasing decisions in the changing high-tech gadget environment.

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How to Cite
Thensingh Raja, Tamil Arasan, Tanzeem Khan, Surojit Ghosh, Kishore Thomas John. (2024). Influencer Marketing and its Effect on Consumer Decision-Making Processes for Electronic Products. European Economic Letters (EEL), 14(3), 2215–2224. Retrieved from https://www.eelet.org.uk/index.php/journal/article/view/1996
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