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

This study examines the impact of influencer marketing on student engagement and purchase intention in e-learning platforms. With the increasing dominance of social media influencers, their role in shaping student decisions regarding online learning has become highly significant. Using a quantitative research design, survey data were collected from 400 respondents and analyzed through correlation, regression, and reliability tests. Findings indicate that influencer credibility, content authenticity, and social media engagement significantly affect student preferences and purchase intention. Brand trust also acts as a mediating factor between influencer marketing and student decisions. The study concludes that influencer marketing is a strategic tool for enhancing awareness, engagement, trust, and enrolment in the competitive e-learning sector.