INTERNATIONAL JOURNAL OF ENGINEERING MANAGEMENT AND
SOCIAL SCIENCES
(An International Peer-Reviewed Multi-Disciplinary Journal)
ISSN : 3139-065X
www.ijemss.com
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kiranchakravarthula231@gmail.com
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geethikachepuri@gmail.com
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The research investigates the impact of eWOM, live streaming, and influencer credibility on consumer purchase decisions. It further examines how brand trust links the aforementioned digital marketing factors and buying behavior. The study was conducted by collecting data from active social media users using a survey and analyzed using correlation and regression. The results show that both eWOM and live streaming positively affect purchase decisions, but the stronger effect is that of influencer credibility and eWOM. The most important link between all the digital marketing activities and actual purchases was brand trust. As businesses realize that simply targeting bad consumers will not do the trick, they must leverage brand trust via authentic influencers, on-site social proof via reviews, conversational social media and more to make consumers purchase.