The Impact of Influencer Marketing on Consumer Purchase Intentions: A Social Media Perspective

Mayursinh Mahendrasinh  Sarvaiya

Abstract

In recent years, influencer marketing has emerged as a dynamic and influential strategy within the realm of digital marketing, particularly on various social media platforms. This research delves into "The Impact of Influencer Marketing on Consumer Purchase Intentions: A Social Media Perspective". The study aims to comprehensively examine the relationship between influencer marketing activities on social media platforms and consumers' intentions to make a purchase. The study has been conducted in Bhavnagar city and total 68 responses have been duly recorded which contains majorly young audience. The findings of the study suggest that influencer’s quality, overall shopping improvement, and product related decision are heavily influenced by the age group, level of education and level of income.

Abstract

Keywords