The Interplay of Influencer Marketing and Electronic Word of Mouth to Effect Consumer Purchase Decision

Using opinion leadership theory and social influence theory as theoretical basis, this study investigates the role of electronic word of mouth (eWOM) on consumer purchase decision with influencer marketing as a moderator. Data is collected through structured questionnaire from 340 consumers of food sector of Kohat City of KP, Pakistan using convenient sampling. PLS-SEM path modeling is used to perform statistical investigation of the hypotheses. The statistical analysis indicates a positive and obvious relationship between eWOM and consumer purchase decisions. Since the information reviews and recommendation of the people online gives the clue to consumers, eWOM has a meaningful influence on consumer purchase decision. Moreover, statically it is observed that influencer marketing enhances (moderate) the link amid purchase decision and eWOM. So, if the recommendations and reviews provided to consumers are from individuals who consumer is following and who consumer holds in trust, enhances the likelihood of positive consumer purchase decision. It is implied that the effects of electronic word of mouth on purchase decision are significantly strengthened by the presence of influencers who act as opinion leaders. While these findings contribute to prior knowledge, it also has practical and managerial insinuations. The enquiry offers marketing procedures for this sort of digital word of mouth that leverage influencers to magnify the influence of eWOM on consumer decision of purchase.