Strategic Mechanisms of Influence Marketing: Implications for Consumer Decision-Making and Market Dynamics

Abstract

This study analyzes influencer marketing as a strategic mechanism within the Marketing 5.0 paradigm, examining its implications for consumer decision-making and market dynamics in digital environments. The purpose of the article is to clarify how influencer credibility, engagement, and platform-specific characteristics contribute to value creation beyond mere brand visibility. The study adopts a conceptual research design based on a systematic integrative literature review of academic and industry sources published between 2019 and 2025. The analysis highlights the role of parasocial interaction and perceived authenticity in shaping consumer trust and purchase intention, while also comparing the strategic effectiveness of different influencer typologies. The findings indicate that nano and micro-influencers tend to generate higher engagement and superior return on investment compared to larger influencers, particularly when aligned with appropriate platform strategies. The study concludes that influencer marketing performance should be evaluated through ROI-oriented attribution models and integrated into the broader marketing mix to enhance commercial value and brand safety.