Abstract

In the digital age, content creators have become influential figures, shaping consumer behavior and online shopping preferences. This study investigates the role of digital content creators in influencing the online shopping decisions of consumers. Through a mixed-methods approach, incorporating both quantitative surveys and qualitative interviews, this research explores the extent to which content creators impact consumer preferences, trust, and purchase intentions. The findings indicate that digital content creators play a significant role in shaping consumer behavior, with a notable impact on brand perception and product desirability. Factors such as authenticity, engagement, and the perceived expertise of content creators emerge as crucial elements in their influence. Additionally, the study examines the effectiveness of different types of content, including reviews, tutorials, and lifestyle posts, in driving consumer engagement and conversion. The results underscore the importance for brands to strategically collaborate with content creators to enhance their digital marketing efforts. This research contributes to the understanding of digital marketing dynamics and provides insights for marketers aiming to leverage content creators in their strategies.

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