Impact of influencer marketing on buying behavior of consumer – special reference to Chennai

Abstract

Electronic commerce (E-commerce) has revolutionized shopping strategies all over the world. The online market and industry have a lot of scope for growth where businesses and enterprises are well developed. Social Media has turned from our regular photo and thought dumping platform to a marketing space mainly led by influencers. Influencers, the ones who influence, hold a firm grasp on people all over social media through their content, views, thoughts, and uniqueness that they have to offer. These influencers are known to impact people, especially the younger generations. The research aims to understand the impact of influencer marketing on the buying behavior of consumers to meet their expectations towards the demographic factors of education, income, and occupation that have an impact on the considered determinants of perception. The findings of this study would contribute to a better understanding of influencer marketing with respect to different customer segments in India and would help them understand their differential needs.