Impact of Social Media Influencers on Consumer Engagement and Its Consequences in the Emerging Environment of Metaverse

Impact of Social Media Influencers on Consumer Engagement and Its Consequences in the Emerging Environment of Metaverse

Pawan Kumar, Sumit Oberoi, Rahul Jaitly
Copyright: © 2023 |Pages: 16
DOI: 10.4018/978-1-6684-8898-0.ch014
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Abstract

The purpose of the chapter is to study the impact of social media influencers on shaping customer engagement. The primary research was conducted to derive the people's perceptions regarding the social media influencers' roles. The survey of 1013 consumers, mainly young and middle-aged educated consumers who are following more than one social media influencer, reveals that social media influencers significantly impact consumers' perceived brand value, satisfaction with brand ,and favourability of brand.
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Literature Review

With the advent of technology, the role of social media in an individual life has increased. The role of social media influencers in branding and marketing a product is intensifying, causing them to influence the consumer decision-making process.

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