The Impact of Influencer Marketing on Customer Purchase Decision

Abstract

The purpose of this thesis is to find out what kinds of effects influencer marketing has on customer purchase decision. Influencer marketing has been growing massively in the past years and the importance of social media in marketing has been growing as well.

This thesis defines influencers and influencer marketing as well as provides understanding on how customers make purchase decisions. The effectiveness of influencer marketing and the effects of different influencer characteristics on customer purchase decision will be discussed.

The findings of this thesis show that influencer marketing is an effective way of marketing if it is done carefully. Previous studies provide some understanding on the subjects, influencer marketing and purchase decision making, separately, but more research is needed to get full understanding of this topic.