VIVEKANANDA GLOBAL UNIVERSITY

JAIPUR

THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR:

EFFECTIVENESS ON INCREASING BRAND AWARENESS, IMPROVING BRAND
PERCEPTION, AND DRIVING SALES

A Research paper
(Submitted by)

Aswin.S 23MGT3MB139
Ankit Debnath 23MGT3MB130
Vinayak V.K 23MGT3MB132

MASTER IN BUSINESS ADMINISTRATION

2nd Sem
DEPARTMENT OF MANAGEMENT FACULTY

FACULTY’S NAME: - Dr .Bhoola Choudary

 ACKNOWLEDGEMENT

I extend my heartful gratitude to all those who contributed to the completion of this research
paper on the impact of influencer marketing on consumer behaviour.

First and foremost, I would like to express my sincere appreciation to Dr Bhoola Choudary
mam for her unwavering support, invaluable guidance, and insightful feedback throughout
the entire research process. Her expertise and encouragement have been indispensable in
shaping this study.
I am also grateful to the peoples/consumer, whose participation and cooperation made this
research possible. Their willingness to share their thoughts and experiences through surveys
and interviews provided invaluable insights into the subject matter.
Furthermore, I would like to thank my colleagues and friends for their encouragement and
assistance during various stages of this research endeavor. Their constructive suggestions and
discussions have greatly enriched the quality of this paper.
Lastly, I express my deepest gratitude to my family for their unwavering support,
understanding, and encouragement throughout this journey.
Without the contribution and support of these individuals, this research paper would not have
been possible. Thank you all for your invaluable assistance and encouragement.
 TABLE OF CONTENT

SL. Page
NO. no.
1 ABSTRACT

2 INTRODUCTION

3 REVIEW OF LITERATURE

4 OBJECTIVES OF THE RESEARCH

5 RESEARCH METHODOLOGY

6 DATA ANALYSIS AND INTERPRETATION

7 FINDINGS AND RESULTS

8 CONCLUSION

9 SUGGESTION

10 LIMITATION

11 RESEARCH GAP

12 FUTURE RESEARCH

13 REFERENCE
Abstract

Influencer marketing has grown in popularity as a means for corporations in recent years to
attain their intended audience and sway their opinions. This study intends to investigate the
influencer marketing's effects on consumer behavior, with an emphasis on how well it works
in boosting revenue, enhancing brand reputation, and raising brand awareness. A mixed-
methods approach will be used for the study, combining quantitative and qualitative data
analysis methodologies to offer a thorough comprehension of the subject.

Introduction:
Influencer marketing is collaborating with people who have a sizable social media following
in order to market a product or brand to their audience. The popularity of this tactic can be
attributed to the rise in social media usage as well as the growing influence of online
evaluations and recommendations on purchasing decisions. This research aims to investigate
how influencer marketing affects consumer behavior, with a particular emphasis on how well
it works to raise brand awareness, enhance brand perception, and boost sales.
Influencer marketing is a key tactic in the digital economy that uses well-known people to
effectively promote products . Influencers with large social media followings, who were once
known for their thought leadership, are now important figures in brand marketing .
Influencers are now divided into four categories: broadcasters, leaders, friends, and
companions, each of which serves a distinct branding purpose as a result of the development
of influencer marketing Conversely, followers are divided into four categories: advocates,
admirers, participants, and watchers. Each category has its own marketing approach .
Different from opinion leaders, influencers are independent media that use innovative
communication strategies, mostly in social media, to have a big impact on their target
audiences. This is an essential marketing tactic in the digital age, offering brands a powerful
tool to engage with consumers and enhance brand visibility .
Review of the Literature:

This section will look at the studies that have been done on influencer marketing and how it
affects customer behavior. The review will look at the many kinds of influencers and what
makes them good at marketing goods and brands. The assessment will also examine how well
influencer marketing works to raise brand awareness, enhance brand perception, and boost
sales.
A Mediakix analysis projects that the influencer marketing market will reach $13.8 billion by
2021. This demonstrates how crucial this tactic is becoming in the marketing sector.
Influencer marketing may be a useful strategy for connecting with a target audience and
influencing their behavior, according to the research review. Followers of influencers view
them as reliable information sources, and their recommendations can lead to increased brand
awareness, improved brand perception, and ultimately drive sales.

Influencers are beneficial in marketing brands and goods for a number of reasons. Among
these is their capacity to provide interesting and genuine content that appeals to their
audience.
Influencers can also connect with niche demographics who can be hard to reach using
conventional advertising techniques. The significance of selecting the appropriate influencer
for a brand is also emphasized in the literature review. When choosing an influencer for a
campaign, factors like the influencer's audience demographics, engagement rates, and content
relevancy should be taken into account.

OBJECTIVE :-

The first objective is to evaluate how well influencer marketing works to raise consumer
brand awareness.
2. To look into how customer behavior and brand impression are affected by influencer
marketing.
3. To determine which kinds of influencer marketing programs work best for enhancing
brand recognition and increasing sales.
4. To investigate how influencer marketing strategies succeed when it comes to influencer
authenticity and trustworthiness.
Research Methodology:
A mixed-methods approach will be used for the study, combining quantitative and qualitative
data analysis methodologies. Customers will be surveyed as part of the quantitative study to
learn more about their opinions regarding influencer marketing and how they behave when
they see promotions from influencers. Data regarding the efficiency of influencer marketing
in raising sales, enhancing brand perception, and raising brand awareness will also be
gathered through the survey.
Consumers will be interviewed in-depth as part of the qualitative study to learn more about
their opinions regarding influencer marketing and how they behave when they see
promotions from influencers. The variables that make influencer marketing successful in
promoting companies and products will also be examined in the interviews.

DATA ANALYSIS AND INTERPRETATION :

CONCLUSION
The study comes to the conclusion that exposure to influencer marketing significantly
improves brand recognition, perception, and purchasing behavior. The study's conclusions
imply that influencer marketing is a useful strategy for firms looking to boost sales, enhance
consumer perception, and raise brand awareness. The survey also emphasizes how critical it
is to create influencer marketing plans that work in order to increase consumer engagement
and enhance brand results.

SUGGESTION

Brands should carefully consider the relevance, authenticity, and credibility of influencers
when selecting partners for their campaigns.To maintain consistency and efficacy, brands
ought to coordinate their influencer marketing initiatives with their overall marketing plan.
It is recommended that brands conduct regular monitoring and evaluations of their influencer
marketing initiatives to make any adjustments to their plans.
To get better results in niche areas, brands should think about using micro-influencers, who
have a smaller but more active following.

Limitations:
It is important to take into account the few limitations of this study. Initially, as the survey
information used in this study was self-reported, social desirability bias may have been
present. Secondly, the sample size is quite tiny, which implies that it might not accurately
reflect the larger population. Thirdly, this study ignores alternative marketing channels in
favor of concentrating solely on how influencer marketing affects customer behavior inside
the framework of social media platforms. Lastly, the long-term consequences of influencer
marketing are not explored in this study; instead, it focuses solely on the immediate effects.

Research Gap
More studies are need to completely comprehend the mechanisms underlying this
phenomena, despite the fact that the body of literature on the effect of influencer marketing
on consumer behavior is rising. Future studies should specifically examine the effects of
various influencer types (such as macro-versus micro-influencers) on customer behavior in
addition to the significance of authenticity, trust, and credibility in influencer marketing.
Furthermore, studies in the future might examine how influencer marketing affects customer
behavior and brand performance over the long run.

Future Research:

Investigations on the effects of various influencer marketing strategies, including sponsored

content, product reviews, and social media takeovers, on consumer behavior may be conducted in
the future. To provide a more comprehensive knowledge of the influence of influencer marketing on
customer behavior, future study might also look into how influencer marketing affects other consumer
demographics, such as age, gender, and income levels.

References:

1. Brown, T. J., & Dacin, P. A. (2017). The company and the product: Corporate associations
and consumer product responses. Journal of Marketing, 81(1), 68-89. 2. De Veirman, M.,
Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact
of number of followers and product divergence on brand attitude. International Journal of
Advertising, 36(5), 798-828. 3. Gupta, S., & Pirsch, J. (2020). Marketing with social media
influencers: Consumer perceptions and ethical considerations. Journal of Business Research,
116, 549-560. 4. Kim, H., & Ko, E. (2019). Do social media marketing activities enhance
customer equity? An empirical study of luxury fashion brand. Journal of Business Research,
98, 365-377. 5. Li, X., Liang, X., & Zheng, X. (2019). Investigating the effectiveness of
influencer marketing: Evidence from Chinese consumers. Journal of Advertising Research,
59(3), 342-353. 6. Swani, K., Brown, S. P., & Milne, G. R. (2019). Should social media
influencers be regulated? Exploring consumer attitudes and willingness to pay for regulation.
Journal of Advertising, 48(1), 38-54.