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April 1, 2025Journal of Advances and Scholarly Researches in Allied Education

Influencer Marketing and Consumer Decision-Making in Online Retail: A Social Media Perspective

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Authors

RKRavindra Kumar KirtiASAnkur Saxena

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Overview

Research reveals social media engagement does not significantly influence offline purchases in online retail contexts, suggesting more targeted strategies are needed.

Key Points

  • Social media enhances brand visibility but does not significantly affect in-store buying decisions.
  • Exploratory and descriptive research designs were utilized, with chi-square tests revealing no significant associations.
  • Data collection involved a structured online questionnaire with responses from 591 active online shoppers.
  • Findings indicate marketers should focus on targeted campaigns to better connect online engagement with offline purchases.

Cite This Study

Kirti et al. (2025) studied this question.

synapsesocial.com/papers/68af2ef0cf1dd9ea359e6d21https://doi.org/10.29070/0vy8nx64
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Role of Social Media in Shaping Consumer Behavior in Online Retail: A Systematic Review2023 · 1 citations
  2. 2Impact of Social Media Advertisement on Consumer Buying Behaviour2025
  3. 3Influence of Social Media on Consumer Decisions Regarding the Purchase of Food Products2024
  4. 4Examining the Effect of Social Media Influencing on Consumption2025
  5. 5Analyzing the Role of Social Media Influencers in Online Retail2023