TO STUDY THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOR

Abstract

The topic of my research is “To study the impact of influencer marketing on consumer behavior”. This study aims to analyse the effects of social media influencers on consumers. It aims to explore the change or shift in consumers’ mindset owing to influencer marketing. Influencer marketing has become highly effective way of promoting goods and services of a company since the past decade. In recent years, influencer marketing has become increasingly popular strategy for brands to reach their target audience and influence their behavior. This study aims to explore the impact of influencer marketing on consumer behavior. The study is an attempt to bring to light the recent uproar of Influencer Marketing on social media how does it affect companies and audience purchase behavior? The data for this paper comes from a small research survey conducted on a sample of 50 consumers to see how influencer marketing impacts consumers' purchase behavior and decisions.