UNDERSTANDING THE DYNAMICS OF SOCIAL MEDIA INFLUENCER MARKETING ON CONSUMER BEHAVIOUR
DOI:
https://doi.org/10.55829/ijmpr.v3i3.236Keywords:
Social Media Influencer Marketing, Consumer Behaviour, Trust, Authenticity, Marketing StrategiesAbstract
The rise of social media platforms like Instagram, YouTube, and Facebook has led to the emergence of social media influencer marketing, which uses the reach of influencers to promote products and services. This study aims to explore the dynamics of social media influencer marketing and its impact on consumer behavior, understanding consumer perception, purchasing decisions, and the role of trust and authenticity. The research will use both quantitative and qualitative methods, including surveys, in-depth interviews, and focus groups. The findings can help marketers tailor their influencer marketing strategies to align with consumer preferences and behaviors, and help influencers enhance their content to foster trust and engagement. The study contributes to the academic literature on influencer marketing and consumer behavior by providing a deeper understanding of consumer behavior factors and the role of trust and authenticity. In conclusion, while social media influencer marketing is a powerful tool for brands to connect with consumers, more research is needed to understand its impact on consumer behavior.
References
Kaur, N., & Sharma, V. (2021). The Impact of Social Media Influencer Marketing on Consumer Behaviour: An Indian Perspective. International Journal of Marketing and Technology, 11(1), 1-16.
Bhardwaj, R., & Sahni, S. (2020). The Role of Social Media Influencers in Shaping Consumer Behaviour: A Study of Indian Millennials. Journal of Creative Communications, 15(1), 84-98.
Singh, A., & Srivastava, R. K. (2019). The Impact of Social Media Influencer Marketing on Indian Consumers: An Exploratory Study. Journal of Management Research, 19(1), 1-14.
Singh, N., & Kumar, N. (2019). Social media influencer marketing and consumer behaviour: A study of Indian youth. Journal of Consumer Marketing, 36(2), 215-226.
Ghosh, S., & Dhar, P. (2018). Exploring the impact of social media influencers on consumer behaviour: An Indian perspective. International Journal of Research in Marketing Management and Sales, 2(5), 1-11.
Kumar, S. & Gupta, S. (2017). The Effectiveness of Social Media Influencer Marketing on Consumer Behaviour: An Indian Perspective. International Journal of Recent Research in Commerce, Economics and Management, 4(4), 37-43.
Anand, M., & Mehta, V. (2017). Impact of Social Media Influencer Marketing on Consumer Behaviour: A Study of Indian Customers. International Journal of Marketing, Financial Services & Management Research, 6(7), 12-21.
Thakur, V., & Singh, S. (2017). Exploring the impact of social media influencers on purchase behaviour of Indian youth. International Journal of Management and Social Sciences, 5(2), 77-87.
Choudhary, S., & Paliwal, R. (2016). Social media influencer marketing and its impact on consumer behaviour: An Indian perspective. Journal of Contemporary Management Research, 10(2), 1-14.
Reddy, V. S. Y., & Reddy, M. S. (2021). The Role of Social Media Influencers in Indian Consumers' Purchase Intention: An Empirical Study. Journal of Relationship Marketing, 20(3), 232-248.
