IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR

Abstract

With growth and evolution of internet, and introduction of social media has emerged newer opportunities of marketing for brands – E-marketing. This has transformed the way we communicate and there has been a rise in individuals creating fresh and relatable content frequently on social media. People have learned the secret of advertisements, that the commercials lie and celebrities are paid to promote brands and products, that they generally do not use or care about. This brings people to trust the review of their peers than marketing messages properly curated by brand through advertisements or celebrity endorsements. It sure does open eyes of consumers for the brand, but influencer marketing can actually push them to make a decision in favour of the brand. Influencer Marketing is a blend of traditional and modern tools of marketing. It takes the idea of brand endorsements by celebrities and places it into modern day marketing campaigns that are content driven. The campaigns are a collaboration between brands and influencers with the objective of creating content to impact and shape perceptions and influence the purchasing decisions of consumers. An Influencer is an individual or group of individuals who can influence the purchasing decisions through their knowledge and expertise, their position and their relationship with their followers. Their size of their audience is dependent on the size of niche they are creating their content in. In this paper, we try to identify the role influencer marketing in impacting consumer behaviour and whether or not it should be vital part of a brand strategy or not. For this we have collected data from primary sources through survey and analysed it through various tool to gain an insight on impact of influencer marketing on consumer behaviour.