Impact of Influencer Marketing on Consumer Purchase Behaviour

Authors

  • Soma Nath Assistant Professor, Department of Commerce, St. Xavier’s College (Autonomous), Kolkata, West Bengal, India

Keywords:

influencer marketing, consumer behaviour, brand awareness, social media, purchase decision

Abstract

Influencer marketing has emerged as a significant digital strategy influencing consumer purchase behaviour. This study examines how influencer endorsements impact buying decisions, brand awareness, and consumer perceptions. Using primary data collected through surveys and statistical tools such as ANOVA and hypothesis testing, the research identifies a strong relationship between social media usage and consumer engagement with influencers. The findings reveal that influencer recommendations, especially organic ones, significantly affect purchase intentions and brand recognition. Additionally, the COVID-19 pandemic accelerated the growth of influencer marketing. The study concludes that authenticity, credibility, and targeted communication are key drivers of successful influencer marketing campaigns.

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References

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Published

2022-10-31

How to Cite

Nath, S. (2022). Impact of Influencer Marketing on Consumer Purchase Behaviour. Management Journal for Advanced Research, 2(5), 19–25. Retrieved from https://mjar.singhpublication.com/index.php/ojs/article/view/295

Issue

Vol. 2 No. 5 (2022): October Issue

Section

Articles

License

Copyright (c) 2022 Soma Nath

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Research Articles in 'Management Journal for Advanced Research' are Open Access articles published under the Creative Commons CC BY License Creative Commons Attribution 4.0 International License http://creativecommons.org/licenses/by/4.0/. This license allows you to share – copy and redistribute the material in any medium or format. Adapt – remix, transform, and build upon the material for any purpose, even commercially.