The Gravity of Influencer Marketing and its Impacts on Branding: A Systematic Review. (KEY IJP************831)

• 1prof. Aishwarya Pawar ,2prof. Jaee Jogalekar ,3mr. Mohit Dabgar

Abstract

This systematic review explores the multifaceted effects of influencer marketing on consumer behavior, highlighting its growing significance in the digital landscape. As social media platforms evolve, influencers have emerged as pivotal figures, shaping consumer perceptions and purchasing decisions. This review synthesizes existing literature, examining various dimensions of influencer marketing, including credibility, relatability, and audience engagement. By analysing empirical studies and case examples, the review identifies key mechanisms through which influencers affect consumer attitudes, such as trust and emotional connection. It also discusses the implications of influencer marketing on brand loyalty and consumer advocacy. Furthermore, the review addresses potential ethical concerns, including transparency and authenticity, and their influence on consumer trust. The findings indicate that influencer marketing can significantly enhance brand visibility and consumer engagement, but its efficacy varies based on factors such as influencer characteristics and audience demographics. Ultimately, this review underscores the necessity for brands to strategically align their influencer partnerships to maximize positive consumer impacts while navigating the challenges inherent in this dynamic marketing approach. This comprehensive analysis contributes to a deeper understanding of influencer marketings role in contemporary consumer behaviour, providing valuable insights for marketers and researchers alike.