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IJAIRVolume10Issue2IX April June20231
IJAIRVolume10Issue2IX April June20231
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ABSTRACT
Influencer marketing is a type of social media marketing that involves using influential individuals, often
referred to as influencers, to promote a product or service to their followers on social media platforms.
Influencer marketing can be a highly effective way to reach new audiences, build brand awareness, and
increase sales. However, it also requires careful planning, targeting, and measurement to ensure that the right
influencers are chosen and that the campaign objectives are achieved. This study aimed to examine the impact
of social media influencers on consumers' brand recognition and purchase intentions. The findings of the study
reveal that consumers were more likely to consider purchasing a product if it was recommended by an
influencer they followed. The study also found that influencers' endorsements positively impacted brand
recognition and credibility. Based on the findings, it is recommended that brands collaborate with influencers
on social media platforms to increase brand recognition and positively influence consumers' purchase
intentions. Additionally, brands should consider creating more engaging and interactive content to improve
consumers' engagement and interest in their products. It is also suggested that further research be conducted on
the long-term effects of influencer marketing on consumer behaviour.
Keywords: Influence Marketing, Social Media Platform, Brand Recognition, Source Credibility and Purchase
Intention
1. INTRODUCTION
Due to rise of social media platforms and the increasing importance of mobile devices has led to a significant
increase in the number of influencers and the reach of their content. Working with well-known social media
users, also known as "influencers," to promote a brand or product is known as influencer marketing. On social
media sites like Instagram, TikTok, YouTube, or Twitter, influencers have a sizable fan base and can use their
platform to promote a brand to a specific audience. This can involve publishing sponsored content, holding
contests, or producing branded materials. Influencer marketing aims to increase brand awareness, boost sales,
and foster consumer trust by making use of the influence of the influencer. Depending on their number of
followers and average page interaction, influencers can fall into the Nano, Micro, Macro, and Mega categories.
Given how commonly used social media is among people of all ages, but particularly among young people,
many of these users went on to become influencers. Thanks primarily to their content and what they publish. As
many social media users have stated, influencers are your online pals that propose goods and services to you
through well-crafted content.
The global influencer marketing industry is projected to reach $15 billion by 2022, with a compound annual
growth rate of 23% from 2019. Brands of all sizes and industries are turning to influencer marketing to connect
with their target audience in a more authentic and engaging way. Influencer marketing campaigns can take
many forms, from sponsored posts and product reviews to influencer-hosted events and brand partnerships.
However, the influencer marketing industry is not without its challenges. One of the biggest challenges is the
lack of standardization and regulation in the industry. This has led to a rise in influencer fraud, where fake
influencers with purchased followers are used to promote products. Another challenge is the need for brands to
constantly adapt to changing trends and audience preferences. Despite these challenges, influencer marketing is
expected to continue to grow in popularity as a way for brands to connect with their audience and drive
conversions. Companies are increasingly investing in influencer marketing and trying to measure the ROI of
their campaigns. Influencer marketing is the practise of promoting goods and services on social media platforms
using well-known influencers.
2. CONCEPTUAL FRAMEWORK AND REVIEW OF LITERATURE
2.1 Influence Marketing
Influence marketing is a new approach for individuals to engage on social media platforms. Influence marketing
is the practise of promoting businesses, products, or services by influencing the behaviours of people who have
a large number of social followers. (Chenn, 2020).
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International Journal of Advance and Innovative Research
ISSN 2394 - 7780
Volume 10, Issue 2 (IX): April - June 2023
useful for companies interested in utilizing influencer marketing to increase brand recognition and improve
consumer purchase behaviour. As a result, the study findings will be of benefit to marketers in developing an
effective influencer marketing strategies in general and providing insights to the clients.
As an outcome, for the purposes of this study, the following hypothesis is considered:
H01: - Gender wise there is no significant difference in brand recognition through influence marketing.
H02: - Gender wise there is no significant difference in Purchase Intention through Influence Marketing.
H03: - Age wise there is no significant difference in brand recognition through influence marketing.
H04: - Age Wise There Is No Significant Difference in Purchase Intention through Influence Marketing.
5.2 The Sampling and Sample Size
In this study, random sampling was utilized; this sort of sampling is used in descriptive research when the
researcher is looking for an economical approximation of the truth.
Sample Size used in present study is 100 participants. The study population consisted of individuals aged 18
years and above, with a diverse range of ages, including those over 55 years of age. However, due to most
respondents falling within the 18-24 age group, the data and resulting responses may be skewed towards a Gen-
Z perspective. The study included participants from a wide range of educational backgrounds, ranging from
primary school education to PhD or higher.
5.3 Area of Research: In this study, data was collected from the Mumbai Suburban region, specifically in cities
such as Dadar, Lower Parel, Andheri, Vasai, Bandra, Santacruz, and Vile Parle. Additionally, a few cities from
the Thane district were also included, namely Thane, Mulund, Dombivli, Kalyan, and Ulhasnagar. This
geographical area was chosen due to its diverse population, who are active users of social media networks,
which is relevant to the study.
5.4 DATA COLLECTION
5.4.1 Primary Data: Primary data will be collected through surveys with consumers. The survey will be
designed to collect data on the attitudes and behaviour of consumers who follow influencers on social media,
their perception of the impact of influencers on their purchase intentions, and their preferred social media
platforms for following influencers.
5.4.2 Secondary Data: Secondary data will be gathered through a review of relevant literature and research
articles on the impact of influencers on consumer behaviour and purchase intentions. The secondary data will be
used to provide background information on the topic, and to support the findings of the study.
5.5 Statistical Tools
The study utilized SPSS and Microsoft Excel as statistical tools.
5.6 Scales to Measure the Constructs
This study utilizes a questionnaire to collect primary data, with the objective of evaluating the influence of
influencer marketing on consumer purchase intentions and brand recognition. To achieve this, the questionnaire
was designed based on existing research, and tailored to suit the specific variables under study.The
questionnaire is structured, featuring both multiple- choice and five-point Likert scale questions ranging from
"Strongly Agree" to "Strongly Disagree". In addition, secondary data was also used to support the findings of
the study.
6. RESULTS
6.1 Demographic Profile of Respondents
Gender, age, education, occupation are all factors in determining the demographic profile of responders. The
demographics often influences variations in preferences and opinions. Consumer demographics play a key
impact in shaping consumers attitudes towards influence marketing, As a result, studying the impact of
demographics in evaluating consumer behaviour influences by influencer becomes critical. To meet the study
goals, detailed demographic information including Gender and Occupation about Mumbai Internet users was
gathered.
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International Journal of Advance and Innovative Research
ISSN 2394 - 7780
Volume 10, Issue 2 (IX): April - June 2023
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International Journal of Advance and Innovative Research
ISSN 2394 - 7780
Volume 10, Issue 2 (IX): April - June 2023
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International Journal of Advance and Innovative Research
ISSN 2394 - 7780
Volume 10, Issue 2 (IX): April - June 2023
The table shows that the value of independent t- test is more than that of 5% significance level. This states that
null hypothesis is accepted, and alternative is rejected. Thus the result states that, there is no significant effect
for sex t(98)= .165, p =0.059, despite female (M = 3.3, SD = 0.70023) equally recognizes the brand through
influence marketing than men (M = 3.3, SD = .91770).
H02:- Gender wise there is no significant difference in Purchase Intention Through Influence Marketing.
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Female 49 3.3149 .77151 .11022
Purchase intention
Male 51 3.4958 .93081 .13034
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International Journal of Advance and Innovative Research
ISSN 2394 - 7780
Volume 10, Issue 2 (IX): April - June 2023
7. CONCLUSION
In conclusion, the analysis of the survey data has provided valuable insights into the use of social media
platforms by influencers and their impact on brand recognition and consumer purchase intention. The data
revealed that Instagram is the most frequently used social media platform by influencers, followed by YouTube
and Facebook. This highlights the importance of Instagram in influencer marketing strategies. The use of
various strategies by influencers, such as sponsored posts, product reviews, and giveaways, can greatly
influence consumer behaviour and purchase intention. The study also found that influencer promotions on social
media have a significant impact on brand recognition, as indicated by the high percentage of respondents who
agreed or strongly agreed with this statement. Furthermore, the data indicated that consumers are more likely to
try a brand's products if they are endorsed by an influencer they follow. This suggests that influencer marketing
can be an effective tool for brands to increase their sales and market share.
8. REFERENCES
Absharina, Z. B., Yuriani, A. D., & Hendriana, E. (2021, November 3). The Effectiveness of Fashion
Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia. Journal of
Business and Management Studies.
Satpathy, A., Samal, A., Madhavi, K., & Agrawal, R. (2022, April 24). The Role of Influencer Marketing on
Consumer Buying Decision. ECS Transactions.
Niloy, A. C., Alam, J. B., & Alom, M. S. (2023). Influencer marketing: Factors influencing a customer's
purchase intention. Asian Journal of Business and Environment.
Upananda, D. R. P., & Bandara, D. M. D. (2022, May 19). Impact of Influencer Marketing on Social Media
Users’ Travel Intention. Sri Lanka Journal of Marketing.
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