The Impact of Influencer Marketing on Consumer Behaviour in the Indian Market

Abstract

This research paper examines the impact of influencer marketing on consumer behaviour in the Indian market. Utilizing a quantitative research design, data was collected through online surveys from Indian consumers who have been exposed to influencer marketing campaigns. The findings indicate that influencer marketing has a positive impact on consumer attitudes towards brands, perceptions of brand credibility, and purchase intentions. Participants demonstrated favorable attitudes towards influencer marketing, considering it an effective way to discover new products and trusting the recommendations made by influencers. Moreover, consumers perceived certain brands promoted through influencer marketing as more credible than others. The majority of participants expressed a high likelihood of making a purchase based on influencer marketing promotions. These findings highlight the potential of influencer marketing as a strategic tool for engaging Indian consumers, enhancing brand awareness, credibility, and driving consumer engagement. Marketers in the Indian market are recommended to carefully select relevant influencers, foster authenticity, collaborate on content creation, and monitor campaign performance. Future research opportunities include longitudinal studies, comparative analyses, cross-cultural investigations, and standardized measurement frameworks. By leveraging influencer marketing effectively, marketers can cultivate meaningful connections with Indian consumers and achieve positive business outcomes.