Impact of Influencer Marketing on Consumer Behavior : An Analytical Study

Abstract

The phenomenon of influencer marketing has rapidly transformed consumer behavior, providing marketers with a potent means of effectively reaching their intended target demographics. In the realm of consumer behavior, it has been seen that influencer marketing exerts a notable impact, as evidenced by the findings presented in this abstract.In contemporary advertising, influencer marketing has emerged as a fundamental component. This marketing technique leverages the utilization of influencers who possess substantial social media and other online audiences. Influencers are seen as reliable authorities of knowledge, and their recommendations have the potential to significantly impact consumer conduct.The influencer marketing sector has grown to be worth billions of dollars in recent years due to its exponential expansion. For firms to successfully deploy their marketing dollars, it is imperative to comprehend the impact of marketing on consumer behavior.Reaching and interacting with modern consumers is becoming more difficult for traditional advertising approaches. Influencer marketing research enables marketers to use the power of social media and online influence while adjusting to the changing business environment.Influencers are frequently more relatable to and trusted by consumers than traditional advertising Examining this authenticity and trust can reveal ways to strengthen the bonds between brands and consumers.Influencers play a crucial part in the decision-making process by introducing customers to new goods and services. Companies may enhance their marketing tactics by knowing how influencer recommendations affect consumers.Influencer marketing's interactive quality enables direct communication between companies and customers. Brands can improve customer connections and the customer experience by researching this element.Businesses can connect with their potential clients by using influencer marketing to target particular groups. Study aids in the improvement of targeting tactics.The main aim of the research is to analyse factors impacting influencer marketing on consumer behaviour.& to study opportunities & challenges in influencer marketing & how it impacts on consumer behaviour.