Effectiveness of Influencer Marketing on Consumer Purchase Behaviour

• Author(s): Ruchi Katendra ; Dr. Manoj Kumar Sahoo
• Paper ID: 1704759
• Page: 1254-1261
• Published Date: 30-06-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 6 Issue 12 June-2023

Abstract

Influencer marketing is becoming more popular as a result of word-of-mouth marketing trends. Social media influencers are those who use images, videos, and other posts on social media platforms to affect consumers' opinions of a company or product. Organizations are becoming aware of the potential of influencers in influencing consumers' buying decisions as more consumers use social media platforms. Influencer marketing is a developing discipline in the marketing industry. This study uses a communication model to investigate how the sender (influencer), receiver (influencer's followers), and message (influencer's posts) all influence the success of influencer marketing. The results demonstrate that sponsor salience, follower size, and influencer originality all increase effectiveness. When businesses choose influencers and control content, a number of conflicts arise: Influencer activity, follower-brand fit, and post positivity all have inverted U-shaped moderating impacts on the effectiveness of influencer marketing, indicating that businesses can be more effective if they take a balanced approach along these dimensions. These findings from the research have significant ramifications for marketers creating influencer marketing strategies. The results demonstrate that followers' trust in influencers' branded posts is positively influenced by the informative value of influencer-generated content, the influencer's credibility, attractiveness, and similarity to the followers. This trust in turn influences brand awareness and purchase intentions. Finding the proper kind of influencer who would provide curated tips, stories, and recommendations to interest the audience is essential for effective influencer marketing.

Keywords

Influencer Marketing, Influenzone, Consumer Purchase Behaviour, Effectiveness of Influencer Marketing

Citations

IRE Journals:
Ruchi Katendra , Dr. Manoj Kumar Sahoo "Effectiveness of Influencer Marketing on Consumer Purchase Behaviour" Iconic Research And Engineering Journals Volume 6 Issue 12 2023 Page 1254-1261

IEEE:
Ruchi Katendra , Dr. Manoj Kumar Sahoo "Effectiveness of Influencer Marketing on Consumer Purchase Behaviour" Iconic Research And Engineering Journals, 6(12)