A Quantitative Analysis of the Impact of Influencer-Product Convergence and Influencer Popularity on Consumer Purchasing Behaviour

Abstract

In today's marketing landscape, influencer marketing has emerged as an effective strategy for businesses. By leveraging social media and the reach of social media influencers, brands can easily advertise their products and connect with large audiences. The current generation of teenagers and young adults is highly digital-savvy and actively engages with social networks, making them the main focus for companies employing this tactic. The objective of this study is to quantitatively assess the influence of influencer-product fit and influencer popularity on consumer purchasing behavior. This research seeks to understand how well influencers align with the products they endorse and how their popularity, measured by follower count and engagement metrics, impacts consumer buying decisions. Additionally, it aims to explore the effects of this influence on consumer behavior, especially regarding purchasing decisions.