Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences DOI Creative Commons
Stavros P. Migkos, Nikolaos T. Giannakopoulos, Δαμιανός Π. Σακάς

и другие.

Journal of theoretical and applied electronic commerce research, Год журнала: 2025, Номер 20(2), С. 111 - 111

Опубликована: Май 21, 2025

Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer by analyzing engagement metrics, effectiveness, decision-making processes, based on consumers Greek sector. Through structured methodological framework, research employed questionnaire-based survey, statistical modeling, Fuzzy Cognitive Mapping (FCM) scenarios to assess interactions with influencer-driven content. Findings highlight that while enhances brand sales, its effectiveness varies content authenticity, transparency, user trust. Additionally, purchasing decisions are influenced social media visibility, personalized strategies, platform usability. underscores need for strategic selection information-driven optimization sustain long-term engagement. These insights provide practical implications businesses aiming enhance strategies contribute ongoing discourse commerce consumer-centric models.

Язык: Английский

Enhancing Marketing and Brand Communication With AI-Driven Content Creation DOI
Sachin Kumar Raut, Ajay Chandel, Shashank Mittal

и другие.

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 139 - 172

Опубликована: Ноя. 15, 2024

The integration of artificial intelligence (AI) into content creation is revolutionizing marketing and brand communication. AI-driven tools now enable the generation personalized, scalable, dynamic content, transforming how businesses engage with audiences. This chapter explores evolution AI in creation, from generative models to immersive technologies like augmented reality (AR) virtual (VR). It examines impact on personalization, SEO optimization, ethical challenges associated AI-generated including issues authenticity, creativity, misinformation. concludes by discussing future trends emphasizing importance human-AI collaboration achieve innovative responsible strategies.

Язык: Английский

Процитировано

3
Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences DOI Creative Commons
Stavros P. Migkos, Nikolaos T. Giannakopoulos, Δαμιανός Π. Σακάς

и другие.

Journal of theoretical and applied electronic commerce research, Год журнала: 2025, Номер 20(2), С. 111 - 111

Опубликована: Май 21, 2025

Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer by analyzing engagement metrics, effectiveness, decision-making processes, based on consumers Greek sector. Through structured methodological framework, research employed questionnaire-based survey, statistical modeling, Fuzzy Cognitive Mapping (FCM) scenarios to assess interactions with influencer-driven content. Findings highlight that while enhances brand sales, its effectiveness varies content authenticity, transparency, user trust. Additionally, purchasing decisions are influenced social media visibility, personalized strategies, platform usability. underscores need for strategic selection information-driven optimization sustain long-term engagement. These insights provide practical implications businesses aiming enhance strategies contribute ongoing discourse commerce consumer-centric models.

Язык: Английский

Процитировано

0