"Identifying The Impact of Influencer Marketing on Consumer Purchase Decisions"

Abstract

This whole research is done on identifying the impact of influencer marketing on consumer purchase behaviour. The consumer behaviour must be observed by each and every company and then analysed to frame the best possible marketing strategy and help to grow the business. The influencer marketing is the fastly growing so all the companies need to change their own strategies for marketing by considering it. The research has found that influencer marketing is going to be the most effective way of marketing in the upcoming years as the use of social media is increasing day by day. Majority of the indian consumers use social media so the influencer on different social networking applications are going to get majority of the audience, we need to understand the target audience of particular product and then we must identify the influencer who has the most relevant audience for our product and then collaborate with that influencer to market our product.

This is the research which figures out how to frame proper strategy for the particular influencer marketing to effectively impact the consumer purchase decision. The consumer purchase decision varies product to product and also it changes day by day. So we must cope up with all the changes that comes in the way of consumer decision and make it most favourable for our company. This study will help us to identify the impact of influencer marketing and how does consumer behaves when any influencer promotes any product.

Hence, this study is going to help understand the importance of marketing and analyse the image of influencer marketing in the mind of customers and also it is going to help frame the proper strategy for the advertisers.