Influencer Marketing and Its Impact on Customer Attitude and Purchase Intention

Abstract

Partnering with people who have a substantial social media following and influence is known as influencer marketing. Influencer marketing began to develop in the early 2000s, mostly as a result of the emergence of social media and blogging. Initially, the genuine content and distinct viewpoints of bloggers and internet celebrities helped them achieve popularity. As social media platforms grew in popularity, influencers started to gather substantial followings. This gave businesses the chance to take advantage of their reach and impact, as well as to connect with and engage with their target audience more meaningfully and authentically.