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Social media marketing represents a highly effective promotion strategy, however, to achieve the expected success, companies must constantly adapt to emerging changes and trends in this environment. Influencer marketing represents nowadays one of the most popular marketing strategies online. Given its significant expansion, it is necessary to gather a better comprehension of this widespread phenomenon.
The present paper aims to explore the impact of influencer marketing on consumer behaviour in order to offer novel insights to the literature on influencer marketing and to provide the practitioners with meaningful knowledge in the domain. Specifically, the research investigates in-depth how this marketing strategy influences the consumer behaviour during the consumer decision making process and how factors of different nature such as influencers’ trustworthiness, consumers’ self-esteem and wishful identification as well as sales promotions affect their behaviour.
This study applied an inductive, qualitative approach because of the exploratory nature of the research purpose. The empirical study was conducted by means of semi-structured interviews with ten young female adults from the Republic of Moldova. The interviews concentrated on respondents’ personal experiences and attitudes regarding influencer marketing and it researched particularly the beauty and fashion industries on Instagram.
The findings of this study uncovered and explained the buying behaviour patterns of female consumers that appear as a result of influencer marketing influence throughout the consumer decision making process. Beyond this, the findings illustrate how different influencing factors shape the resultant consumer behaviour. Subsequently, appropriate theoretical and practical implications were derived.