Theoretical Approach to the Role of Influencers in Social Media Marketing

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This theoretical approach demonstrates how influencers enhance purchase intention in consumer behavior, highlighting ethical considerations.

Influencers can significantly increase consumer purchase intentions, especially through trust and authenticity established in social media marketing.
The study highlights that effective influencer selection strategies are crucial for brands aiming to optimize marketing outcomes and consumer engagement.
Understanding parasocial relationships is key to grasping the emotional connections that influencers create with consumers, impacting their behavior and buying decisions.
The research emphasizes the need for sustainability and transparency in influencer marketing to maintain authenticity and trust with consumers.

Durmaz et al. (2025) studied this question.

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This theoretical approach demonstrates how influencers enhance purchase intention in consumer behavior, highlighting ethical considerations.