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Title: :  An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior
PaperId: :  27076
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 11 Issue 4 2025
DUI:    16.0415/IJARIIE-27076
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Pooja MalikBaba Mastnath University, Rohtak
Dr. Anil KanwaBaba Mastnath University, Rohtak

Abstract

Management
Influencer, Marketing, Influencing, Consumer, Buying Behavior.
This exploratory study investigates the key factors of influencer marketing that influence consumer buying behavior. The primary objective is to identify how elements such as influencer credibility, content quality, consumer engagement, and purchase intention shape consumer decisions. Employing a exploratory-cum-descriptive research design, the study gathered primary data through an unstructured questionnaire from 250 active social media users across urban areas of Haryana, using a 5-point Likert scale. A purposive sampling technique ensured respondents had regular exposure to influencer content. Secondary data from journals and articles further supported the analysis. Factor analysis was employed to uncover and validate the core dimensions influencing consumer behavior. The results reveal that influencer marketing significantly affects purchasing decisions, with four major factors emerging: influencer credibility, quality of content, level of consumer engagement, and purchasing intent. Among these, influencer credibility and content quality had the strongest influence. The findings offer meaningful insights for marketers and brands aiming to strategically leverage influencers to shape consumer preferences and improve marketing effectiveness.

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IJARIIE Pooja Malik, and Dr. Anil Kanwa. "An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior" International Journal Of Advance Research And Innovative Ideas In Education Volume 11 Issue 4 2025 Page 457-466
MLA Pooja Malik, and Dr. Anil Kanwa. "An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior." International Journal Of Advance Research And Innovative Ideas In Education 11.4(2025) : 457-466.
APA Pooja Malik, & Dr. Anil Kanwa. (2025). An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior. International Journal Of Advance Research And Innovative Ideas In Education, 11(4), 457-466.
Chicago Pooja Malik, and Dr. Anil Kanwa. "An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior." International Journal Of Advance Research And Innovative Ideas In Education 11, no. 4 (2025) : 457-466.
Oxford Pooja Malik, and Dr. Anil Kanwa. 'An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior', International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 4, 2025, p. 457-466. Available from IJARIIE, http://ijariie.com/AdminUploadPdf/An_Exploratory_Study_of_the_Key_Factors_in_Influencer_Marketing_Influencing_Consumer_Buying_Behavior_ijariie27076.pdf (Accessed : ).
Harvard Pooja Malik, and Dr. Anil Kanwa. (2025) 'An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior', International Journal Of Advance Research And Innovative Ideas In Education, 11(4), pp. 457-466IJARIIE [Online]. Available at: http://ijariie.com/AdminUploadPdf/An_Exploratory_Study_of_the_Key_Factors_in_Influencer_Marketing_Influencing_Consumer_Buying_Behavior_ijariie27076.pdf (Accessed : )
IEEE Pooja Malik, and Dr. Anil Kanwa, "An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior," International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 4, pp. 457-466, Jul-Aug 2025. [Online]. Available: http://ijariie.com/AdminUploadPdf/An_Exploratory_Study_of_the_Key_Factors_in_Influencer_Marketing_Influencing_Consumer_Buying_Behavior_ijariie27076.pdf [Accessed : ].
Turabian Pooja Malik, and Dr. Anil Kanwa. "An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 11 number 4 ().
Vancouver Pooja Malik, and Dr. Anil Kanwa. An Exploratory Study of the Key Factors in Influencer Marketing Influencing Consumer Buying Behavior. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2025 [Cited : ]; 11(4) : 457-466. Available from: http://ijariie.com/AdminUploadPdf/An_Exploratory_Study_of_the_Key_Factors_in_Influencer_Marketing_Influencing_Consumer_Buying_Behavior_ijariie27076.pdf
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