Abstract
During the COVID-19 pandemic, a significant rise in screen time and online shopping was observed as a consequence of the nationwide lockdown. Consequently, many brands and enterprises turned to influencer marketing to capitalise on this online opportunity. Influencer marketing serves as a modern and robust marketing tool aimed at attracting the millennial demographic, particularly in the country. It can be viewed as an extension of conventional word-of-mouth marketing strategies. Consumers have instant access to a wide array of products at their fingertips, thanks to the advancements in smartphones and emerging communication and information technologies. This study seeks to explore the impact of social media influencers on enhancing brand visibility through Information and Communication Technologies (ICT) and their influence on consumers' purchasing behaviour during and after the pandemic. The research approach is a mixed method, combining qualitative and quantitative methodologies. Within the quantitative research paradigm, semi-structured interviews were conducted. The researcher also delved into two theoretical frameworks, namely the two-step flow theory and social learning theory, to provide a more conceptual understanding of the research domain. The insights gathered from this study will not only benefit academic researchers but also enable businesses to gain a comprehensive comprehension of consumers and modern digital marketing trends.
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