هستي موحدخواه

This study investigates the impact of influencer marketing on consumer purchasing behavior. The primary objective of the research is to examine the effect of influencer marketing on consumer behavior and to present a strategic marketing plan based on the CRISP-DM process (a standard industry process for data mining), which involves identifying and eva‎luating customers and analyzing customer behavior patterns using the K-means clustering method. This research is descriptive-analytical in nature, and the data pertains to consumers active on social media platforms such as Facebook, Instagram, and YouTube in Delhi, India. Therefore, the results and inferences drawn from this study are only generalizable to this specific group of consumers in this region. The research revealed that influencer marketing has a significant impact on consumer purchasing behavior. Through K-means clustering, five main customer groups were identified: 1) The low-influenced group with minimal interaction with influencers, 2) The cautious group with a mixed view towards influencers, 3) The oppositional group against influencer impact, 4) The loyal and highly influenced group, and 5) The moderate group with a neutral view of influencers. These results provide a better understanding of consumer behavior and assist in optimizing influencer marketing strategies. This study helps brands and marketers design more effective influencer marketing strategies using data-driven analysis and the identification of distinct consumer clusters, which can have a greater impact on their purchasing behavior.

بازاريابي اينفلوئنسري , رفتار خريد مصرف‌كننده , خوشه‌بندي , CRISP-DM

Influencer Marketing , Consumer Purchase Behavior , Clustering , CRISP-DM

Hasti Movahedkhah

Dr. Haeri