Examining the Influence of Social Media Influencers on Consumer Decision-making and Brand Loyalty in the Context of Online Shopping

Abstract

The conceptual background of the influence of social media influencers on consumer decision-making and brand loyalty in online shopping is grounded in theories of social influence, Highlighting the influence and authority of credible and trustworthy influencers within clearly defined reference groups. These influencers leverage their expertise, user-generated content, and interactive engagement to bridge information gaps, create social proof, and empower consumers, ultimately fostering brand loyalty and shaping purchasing decisions in a contemporary form of word-of-mouth marketing.