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The Role of Influencer Marketing in Consumer Loyalty Development
- 1 Institute of Business School, Durham University, DH1 3LE, The United Kingdom
* Author to whom correspondence should be addressed.
Abstract
The aim of the present study is to evaluate the effectiveness of influencers in cultivating consumer loyalty. With confidence and credibility as subtopics, this paper mainly focuses on two major areas to detect the perception and behavior change among consumers by micro and macro influencers. With the support of qualitative and quantitative data analysis, the research advances the understanding of the use of the influencer credibility to motivate brand loyalty as well as alignment of the chosen influencer’s values with the commercial brand. Moreover, impractical solutions strategies for employing influencer marketing to enhance consumer revenues and trust for consumer-oriented brands are further as leading tips and hints for marketers who seek to enhance their marketing conception in the digital world. It also covers issues like, credibility of information and the effect of being real in building or tarnishing the reputation of the brands endorsed. This paper highlights the important role of influencer for consumer loyalty and suggests a basis for future research.
Keywords
Consumer Behavior, Influencer Marketing, Consumer Loyalty, Brand Strategy, Digital Marketing
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Cite this article
Gan,X. (2024). The Role of Influencer Marketing in Consumer Loyalty Development. Advances in Economics, Management and Political Sciences,114,62-69.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of ICEMGD 2024 Workshop: Innovative Strategies in Microeconomic Business Management
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