The Effect of Influencer Marketing on Customer Decision and Sale Performance in the Retail Business

A paradigm shift in consumer behavior and marketing tactics in the retail sector has been brought about by the emergence of influencer marketing. The impact of influencer marketing on consumer choice, brand perception, and retail sales performance is examined in this study. The role of influencers in the expansion of retail and enhancing brand visibility is investigated using a structured questionnaire covering a range of topics, including trust, engagement, and purchase intent. In order to help retailers improve their influencer marketing tactics and increase return on investment in a cutthroat market, the study's findings should be taken into consideration.