Effect of Influencer Marketing on Consumer Buying Behavior: A Comprehensive Analysis

Author(s)	Naincy Prajapati
Country	India
Abstract	In today’s digital era, influencer marketing has emerged as a significant strategy for brands to connect with their target audiences. Influencer marketing is a modernized and innovative concept of advertising digitally which involves collaborating with individuals who have a significant and engaged online following, known as influencers, to promote products, services and brands. The main idea is to leverage the influencers credibility, authenticity and influence over their followers to create a positive impact on consumer behavior. The present paper is a comprehensive study which focuses on creating a deep insight on influencer marketing and its prevalence to see its true influence on the awareness of consumer and their perceptions. The study is descriptive and nature and the source of data used for the research is secondary in nature.
Keywords	Influencer Marketing, Social-Media, Followers, Consumer Buying Behavior, Consumer Engagement
Field	Business Administration
Published In	Volume 5, Issue 4, July-August 2023
Published On	2023-08-31
Cite This	Effect of Influencer Marketing on Consumer Buying Behavior: A Comprehensive Analysis - Naincy Prajapati - IJFMR Volume 5, Issue 4, July-August 2023. DOI 10.36948/ijfmr.2023.v05i04.5996
DOI	https://doi.org/10.36948/ijfmr.2023.v05i04.5996
Short DOI	https://doi.org/gspcd4

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International Journal For Multidisciplinary Research