Impact of Influencer
Marketing on
Consumer Behaviour
Prepared by
JATIN BHARARA
KANIKA OBEROI
IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR
The avenues and applications of Social
ABSTRACT Media have undoubtedly been
expanding at a blinding rate. What
initially used to be considered as a
medium for expression has successfully
now evolved into a multidimensional
platform for knowing and discovering.
Influencer Marketing is a newer,
radically different approach to the
advertising and marketing industry.
Even with the constantly evolving
market and paradigm shift towards
internet marketing media, Influencer
Marketing strategies and
implementation have been discussed
contemporarily but not enough by
scholarly researchers. This research
aims at studying the impact of
Influencer Marketing strategies on the
millennial consumer behaviour and
purchase decisions.
IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR
Influencer Marketing is the process of marketing
products and services through those who have a
INTRODUCTION ‘sway’ over the things other people buy. The implicit
market influence arises from the ‘Influencer’s’
expertise, popularity, or reputation. In realms of
Social Media, Influencers are users and/or content
developers with a proven credibility and reputation.
A social media influencer has a well established user
base or online audience which they are able to
persuade by virtue of their authenticity and reach.
Marketing to an audience of influencers is similar to
word of mouth marketing, but it does not seemingly
depend on explicit and outright recommendations.
Influencer Marketing may be called an amalgamation
of traditional and novel advertising strategies which
works by taking the idea of celebrity endorsements
and placing it into a modern day content focused
marketing scenario that is centralized to the digital
media sphere. The divergence from traditional
method outcomes here is that the campaigns are
usually collaborations between brands and
influencers. Social media influencers represent a
contemporary form of independent, third-party
endorsers who shape an audience’s attitudes
through blogs, tweets, and the use of other social
media channels (Freberg, Graham, McGaughey,
2011) The purpose of this research is to investigate
how the influencer marketing strategies impact the
consumers attitudes and whether or not these
strategies are as relevant to organizations in
attracting consumers as the traditional ones.
IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR
Social media is where consumers are interacting today, and one of
the most impactful byproducts to emerge is that of influencer
marketing. Influencer marketing is part of the everyday marketing
mix. At a high level, it is a form of branded engagement where
marketers connect with those who boast prominent social footprints.
The goal is to plug into new communities and connect the
brand/product to new audiences through the voice and trusted
relationships of said influencer.
IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR
FUTURE OF MARKETING
Digital influence, and influence in general, can
convey social proof, also known as
informational social influence: a psychological
phenomenon where people assume the actions
of others in an attempt to reflect correct
behavior for a given situation.
The entire field of content marketing evolved
from a consumer demand for authenticity.
Influencers were a part of this wave, but now
that they’re being more heavily commissioned to
speak on behalf of brands and produce co-
branded content, that trust factor could fade. In
response, consumers may start demanding more
authenticity from the influencers they follow,
watching carefully for signs of sincerity and
accuracy.
With platforms like Facebook, Twitter, LinkedIn,
and Instagram noticing the importance (and
potential) of influencer marketing, we may start to
see platform-based innovations that make
influencer marketing and outreach more
convenient (or more profitable). For example, we
may see advanced communication options for
popular users, or a path to monetization that
includes influencers and social app makers sharing
the profits in a given transaction
