THE IMPACT OF INFLUENCER MARKETING ON CONSUMER PERCEPTIONS AND PURCHASING BEHAVIOR IN THE DIGITAL SPACE

NAME: ALEXANDER YAW GATTOGO
INSTITUTION: SOUTHSHORE UNIVERSITY COLLEGE, GHANA

ABSTRACT

This study examines the impact of influencer marketing on consumer perceptions and purchasing behavior within the digital space. The research was guided by three key objectives: (1) to examine how influencer marketing shapes consumer perceptions of brands; (2) to assess the extent to which influencers affect consumers' purchase intentions and buying behavior; and (3) to analyze the factors that enhance the effectiveness of influencer marketing. The researcher employed the Parasocial Interaction Theory (PTI) and the concept of emotional connections; the study adopted a quantitative approach using a structured questionnaire administered to a sample of 150 respondents. Findings reveal that influencer marketing significantly shapes consumer brand perceptions, with increasing brand awareness, influencing attitudes, and strengthening brand trust. Platforms such as TikTok, Instagram, and Facebook were identified as the most influential in terms of engagement. The study also revealed that influencer-brand alignment and trust are the strongest predictors of consumer purchase behavior. Consumers prioritize authenticity and emotional connection over technical expertise. Exposure to influencer content enhances purchase, while, purchasing decisions are influenced by affordability and necessity. The study recommends clear paid promotions, enforcement of ethical guidelines for influencers, and strategic alignment between brands and influencers.

Article Type: Open Access

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