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 growing dominance of social media influencers, their role in shaping student decisions regarding online learning platforms has become increasingly significant. A quantitative research design was adopted using survey data collected from 400 respondents, and statistical tools such as correlation and regression were employed for analysis. The findings reveal that influencer credibility, content authenticity, and social media engagement significantly affect student preferences and purchase intention. The study further highlights that influencer marketing directly and indirectly influences student decision-making through enhanced trust and engagement. The research contributes to understanding the strategic role of influencer marketing in the e-learning sector and offers practical implications for educational institutions and digital marketers seeking to improve student engagement and enrollment through social media channels.