About this document
SSRN 5129096 by Arvin Syah G is a document available to read on EtoBox.
This study explores the significant impact of influencer marketing on consumer behavior on social media, highlighting the importance of selecting the right influencers to effectively communicate brand messages. It examines how influencers build trust, shape brand perception, and influence purchase decisions through relatability and authenticity, while also addressing ethical concerns regarding transparency and authenticity in influencer partnerships. The findings suggest that when managed properly, influenc
- Author
- Arvin Syah G
- Language
- EN