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oai:keep.lib.asu.edu:node-2004272025-05-16T23:36:07Zoai_pmh:alloai_pmh:repo_items

200427 https://hdl.handle.net/2286/R.2.N.200427 http://rightsstatements.org/vocab/InC/1.0/ http://creativecommons.org/licenses/by-nc-sa/4.0 2025-05 27 pages Oblonsky, Abigail Eaton, John Mokwa, Michael Barrett, The Honors College Department of Marketing Edson College of Nursing and Health Innovation This thesis examines the impact of influencer marketing on consumer behavior, with a particular focus on the key factors that shape purchasing decisions influenced by social media personalities. Through an analysis of both existing literature and primary survey data, the study explores how demographic variables—such as age, gender, and occupation—affect consumer responses to influencer content. Additionally, the research addresses challenges inherent in influencer marketing, including concerns around authenticity and trustworthiness. By identifying the elements that drive or hinder consumer engagement, this study offers insights that can help brands refine their marketing strategies to effectively leverage influencer partnerships and boost sales. Marketing Influencer Marketing and Its Impact on Consumer Behavior