What shapes Users’ E-Learning with Influencers? An Exploration ofInfluential Attributes and Key Factors

Abstract

Introduction: Digital Media Platforms have fundamentally transformed the traditional structure of how people connect and have information. In this research study, we have tried to explore the effects of influencers on digital literacy within the Indian context. The study consists of different dimensions of influencer Attributes such as Attractiveness, Trust, and Expertise.

Objectives: In this research, we have tried to explore the key influencers attributes which lead to shape the E-learning of consumers.  It consists of different dimensions of influencer Attributes such as Attractiveness, Trust, and Expertise. The features of content shared by influencers are also taken into consideration. This study takes trust in influencers and interaction with influencers as mediating factors between attributes of Influencers and digital knowledge enhancement.

Methods: A quantitative method is used to incorporate a survey with 402 users of various digital platforms. It indicates that influencer credibility and content authenticity both greatly increase engagement with digital content and build trust in influencers, which leads to the effects on individuals' digital awareness. This research study strengthens the current literature and provides an extensive framework of influencers in digital education.

Results: The results contain some key aspects for lawmakers and marketers. It focuses on employing authentic and credible influencers to promote digital awareness among the internet-savvy public.

Conclusions: This research addresses an important gap in the digital knowledge of consumers residing in India and gives valuable insights into digital marketing, digital awareness and E-learning of consumers.