Consumer Behaviour and the Role of Influencer Marketing on Purchase Decisions

Licencinė sutartis Nr. MRU-EDT-984

The rapid evolution of information communication technologies in the last two decades set a new pace in the every aspect for our society including marketing. This advancement of the digital sphere moves along with strategic growth of marketing space. Traditional marketing strategies have been redefined to move along with digital innovation. Not too long-ago, marketing mainly consisted of newspaper ads, TV, and radio commercials. As information became more available with Internet access and as people started spending more time online, businesses world over are slowly coming to terms with the fact that the future lies in the digital age and the various platforms that come with it. The internet has become one of the easiest and cheapest ways to do business currently. This has been precipitated by various social media platforms such as Google search engines, LinkedIn, Twitter, Instagram, Facebook, and many more. This is because the internet age has made the world become a global village, whereby, one can access information from any parts of the globe wherever they are. As information became more available with Internet access and as people started spending more time online, digital marketing assumed greater importance. Digital marketing is becoming a compelling need for both start-ups and giant corporations. More and more brands are using online media to promote their services by means of digital marketing as it not only enhances sales volumes but creates a unique opportunity for brands to personally engage with customers, which is not the case with traditional advertising.