The Impact of Influencer Marketing on Student Engagement and Purchase Intention in E-Learning Platforms

Abstract

 

 Associate Professor and Research Supervisor, Department of Business Administration, School of Management Studies, Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai, Tamil Nadu, India-600117.

Purpose: This study examines the impact of influencer marketing on student engagement and purchase intention in e-learning platforms.

Need for Study: With the growing dominance of influencers on social media, their role in shaping student decisions regarding online learning platforms has become significant.

Methodology: A quantitative research design was adopted using survey data collected from 400 respondents. Statistical tools such as correlation and regression were used.

Findings: Influencer credibility, content authenticity, and engagement significantly influence student preferences and purchase intention.

Originality: The study highlights how influencer marketing directly and indirectly affects student decision-making in the e-learning sector.