Abstract:
Social media influencer marketing is a very
important component as a source of advertising for brands,
products, or services. The reason behind this is that
consumer behavior is highly influenced by the perceived
popularity, knowledge, and trustworthiness of the
influencers. Thus, the study focuses on the complex
interaction between a consumer and influencer on social
media platforms and how it affects the purchasing behavior
of the consumer. The study is based on a conceptual
framework to understand the attitude of the consumer
towards the content that is promoted through influencer
marketing. It is anticipated that consumer behavior gets
affected by the popularity of the influencer/celebrity
endorsing the brand, and it also depends upon the frequency
of the ads that consumers come across. It is also anticipated
that the knowledge of the influence and trust a consumer
has in the influencer also affects the purchase intent. A
survey with 739 samples and a questionnaire based on
influencer marketing and purchase intent was conducted,
which was based on a 5-point scaling method. With the goal
to gain insight into the effectiveness of influencer marketing
strategies, the study aims at exploring how various
influencer attributes as well as the kind of their promotional
content influence consumer buying behaviour.