THE ROLE OF INFLUENCER MARKETING IN DRIVING SALES GROWTH IN E-COMMERCE
DOI:
https://doi.org/10.1234/ijebs.v2i2.111Keywords:
Influencer Marketing, E-Commerce, Sales Growth, Consumer Trust, Digital Content, Marketing StrategyAbstract
This study examines the important role of influencer marketing in driving sales growth in the e-commerce industry. Influencer marketing has been proven to not only increase brand visibility but also significantly influence consumer buying behavior, especially in the context of fierce competition in digital markets. The research findings show that understanding the relationship between influencers and audiences is critical to the effectiveness of this marketing strategy, as influencers who can create authentic connections with their followers can build trust that is crucial in influencing purchasing decisions. The content shared by influencers, which is relevant to the interests and values of followers, also plays a big role in shaping consumer perception. Additionally, the study highlights the growing importance of investment in influencer marketing, with the projection that brands will increasingly recognize the potential of this strategy to reach their target market. The psychological and interactive aspects of influencer marketing, demonstrated through the dynamics of social media platforms, as well as the increased adoption of influencer marketing during the COVID-19 pandemic, further amplify its impact. The study also shows how influencers can increase audience engagement by creating entertaining and relevant content. Overall, influencer marketing is proving to be an effective strategy for driving sales growth in the e-commerce industry, and the integration of this strategy into broader marketing is essential for brands looking to stay competitive in the market.
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