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

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.
Keywords: Influencer Marketing, E-Learning, Student Engagement, Purchase Intention, Digital Marketing
Introduction
The rapid growth of digital platforms has transformed education delivery systems globally. E-learning platforms have gained prominence due to flexibility and accessibility. Social media influencers play a critical role in promoting these platforms by shaping perceptions and influencing decisions. Influencer marketing has emerged as a powerful strategy, where individuals with a strong online presence promote products and services. In the education sector, influencers contribute to awareness, trust-building, and engagement among potential lea