Impact Of Influencer Marketing On Consumer Buying Behavior

Abstract

Influencer marketing has increased in popularity in recent years to reach target audiences and influence consumer behaviour. This study intends to investigate how influencer marketing affects consumer behaviour, particularly emphasizing how well it works to raise brand awareness, enhance brand perception, and boost sales. The paper will utilize a mixed-methods approach and data examination methodologies to provide a detailed grasp of the subject. The world of social media has changed from one where we post pictures and unrelated ideas to one that is now mainly used for advertising and controlled by celebrities. Influential individuals, or people who can influence, have a powerful pull on users on social platforms via their content, thoughts, and distinctive experiences. These influencers are known to impact individuals, particularly younger ones.

They can be categorized as a fresh outlook to marketing that goes ahead of traditional techniques and beyond simply promoting products, including developing a sense of identity and forging sturdy relationships between celebrities, viewers, and products. The number of stars and companies utilizing influencer promotion increases along with the number of people using social media. The influencers are experts at producing compelling marketing material that is an ongoing expenditure for any business, large or small, and the audience is limitless.

This essay aims to shed light on the latest Influencer promotion passion on social media throughout the pandemic and how it exaggerated businesses' and viewers' buying routines. To discover the consequences of influencer marketing on consumers' buying performance and choices, a survey with a sample of 220 customers was carried out and utilized to gather the information for this research.