Impact of Macro Influencers on Purchase Decision Towards Consumer Electronics Durable Sector

Abstract

In recent years, a new group of influencers known as macro influencers has gained prominence, thanks to the emergence of social media. These influencers have garnered a large following, ranging from 100,000 to 1 million users, due to their online presence. These influencers have developed into a crucial marketing tool for companies because of their capacity to influence consumer perceptions and behavior. Businesses are increasingly utilizing macro influencers as part of their marketing efforts to promote their goods and services due to their popularity and reach. It has not yet been thoroughly investigated whether this strategy is effective in the consumer electronics durable market. The purpose of this study is to ascertain how macro influences affect consumers' intentions to buy durable consumer electronics. The findings of this study are expected to assist companies in the industry to devise effective marketing strategies that can drive sales growth and increase profitability. The market for durable consumer electronics has experienced rapid expansion in recent years, and as a result of the abundance of new and cutting-edge items, the competition has grown fierce. As a result, companies in this industry are searching for novel approaches to connect with and sway their target market. The consumer electronics durable sector is a highly competitive industry that is constantly evolving and innovating to keep up with the demands of consumers. The popularity of influencer marketing and the growth of social media have elevated the importance of macro influencers as a valuable source of inspiration and information for consumers in this industry. Macro influencers, who have amassed a substantial following on social media, are now considered key opinion leaders whose attitudes and behaviors can influence their followers.