Neuromarketing the Influencer Effect by Exploring the Cognitive Mechanisms and Emotional Triggers Behind Digital Influence
Abstract
This chapter explores the neuromarketing foundations of digital influencer effectiveness by integrating insights from neuroscience, psychology, and marketing. It examines how influencers stimulate neural reward pathways, evoke emotional resonance, and build parasocial relationships that shape consumer attitudes and behaviors. Drawing on neuroimaging and social cognitive research, the chapter explains how mirror neurons, empathy, and social proof contribute to digital persuasion while analyzing the impact of platform design on these responses. It concludes by highlighting research gaps and proposing directions for advancing interdisciplinary understanding of influencer marketing as a neurologically driven phenomenon.
Fields of Study & Subjects
Digital Marketing and Social Media
Media Influence and Health
Humor Studies and Applications
Publication details
- Journal / source
- Strategies, Dynamics, and Societal Impacts of Digital Influencer Marketing
- Publisher
- IGI Global Scientific Publishing
- Pages
- 213–242
- Publication date
- 30 January 2026
- Language
- NG
- Document type
- Book chapter