Advances in Consumer Research
Issue 4 : 183-194
Original Article
Using Influencers to Drive Personalization in Digital Marketplaces: How to Shape Consumer Choices
 ,
1
Research Scholar, Sharda School of Business Studies, Sharda University, Greater Noida, India
2
Associate Professor, Sharda School of Business Studies, Sharda University, Greater Noida, India
Abstract

This research analyses how personalised promotional content created by influencers impacts purchase intentions while studying how their traits and cultural flexibility, and social connections shape these results. When ads deliver personal recommendations between influencers and their audience, the result is deepened trust and emotional bonds combined with believable content that leads directly to increased buying intentions. When influencers create personalised marketing ads based on their audience comprehension, their methods enhance focused advertising techniques. According to Hofstede's cultural model, individualist societies react to individualised marketing content that emphasises personal autonomy, yet collectivist societies do best under group-based messaging, requiring international marketers to develop cultural intelligence. Crucial insights emerge from integrative research methods that deliver deep knowledge about influencer reputation structures while measuring consumer understanding combined with emotional and psychological purchase decision factors. Scientific studies reveal that interactive marketing videos captivate audiences better through customised content that directly addresses personal consumer needs to produce better brand engagement. Research limitations include a small survey footprint across limited geographic areas combined with narrow product groups and short-term observations that reduce broad applicability. Future research needs to study influencer-consumer similarity across diverse business sectors and cultural settings through multi-year research designs. The study proposes testing how trust, together with authenticity and social norms, impacts purchase intentions across influencer attributes. Specific analysis for ethical, sustainable business sectors, along with micro-influencer effects, can lead to pragmatic marketing strategies depending on findings. Through this research, marketers gain enhanced capabilities to generate relevant advertising campaigns that capture diverse global audiences by solving current challenges through advanced research methods.

Keywords
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