The Impact of Influencer Marketing on Consumer Buyer Behavior

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Expertise of social media influencers strongly influences consumer behavior at Western University.
The study found credibility, attractiveness, trustworthiness, and expertise positively linked to consumer behavior.
Quantitative analysis was done using questionnaires with 320 participants from three locations in Botswana.
Findings provide practical insights for digital marketing strategies, highlighting influencer attributes' impact.

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Quantitative assessment reveals influencer credibility and expertise significantly shape consumer behavior.

Chiguvi et al. (2025) studied this question.

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