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Final Dissertation Report
Final Dissertation Report
DISSERTATION REPORT
Submitted by Supervised by
SARTHAK AGRAWAL Dr. Gazala Yasmin Ashraf
A80306421060
BBA (Semester 6)
May 2024
Submitted to:
I also declare that no chapter of this thesis in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature
in the references.
SARTHAK AGRAWAL
CERTIFICATE BY INSTITUTE
This is to certify that this project entitled "A STUDY ON CONSUMER PERCEPTION
TOWARDS THE UTILITY OF PRODUCTS PROMOTED BY SOCIAL MEDIA
INFLUECNERS" is Submitted in fulfillment of the degree of Bachelor of Business
Administration to AMITY University, Raipur done by SARTHAK AGRAWAL Enrollment
No. A80306421060 is an authentic work carried out by him under my guidance. The matter
embodied in this project work has been submitted earlier for award of any degree or diploma
to the best of my knowledge and belief.
CERTIFICATE BY THE EXAMINER
Date:
ABSTRACT
In recent years, the emergence of social media influencers as prominent figures in marketing
has significantly altered consumer behaviour and purchasing decisions. This dissertation
investigates the consumer perception towards the utility of products promoted by social
media influencers. Through a mixed-methods approach, combining qualitative interviews and
quantitative surveys, the study delves into the factors influencing consumers' trust, credibility,
and purchasing intentions when exposed to product endorsements by social media
influencers.
This research delves into consumer perceptions regarding products endorsed by social media
influencers, utilizing a dual-method approach of qualitative interviews and quantitative
surveys. It aims to uncover the intricate dynamics shaping consumer trust, credibility, and
purchasing decisions in influencer-driven marketing campaigns. Through this investigation,
critical factors such as influencer authenticity, expertise, and alignment with product
categories are identified as key determinants influencing consumer behaviour. By
synthesizing qualitative insights with quantitative data, the study provides actionable
recommendations for marketers, brands, and influencers to refine their strategies and
optimize the authenticity and effectiveness of influencer marketing initiatives, thereby
fostering enhanced consumer engagement and brand resonance in the digital landscape.
By bridging the gap between theoretical understanding and practical application, this study
contributes to advancing scholarly discourse and informing real-world marketing practices in
the realm of influencer marketing. Through thematic analysis of qualitative findings and
empirical validation via quantitative surveys, it offers a holistic understanding of consumer
perceptions towards influencer-promoted products. Armed with these insights, stakeholders
can make informed decisions to navigate the complexities of influencer-consumer dynamics,
ultimately driving sustainable growth and success in the evolving digital marketplace.
ACKNOWLEGEMENT
I would like to extend my deepest gratitude to Dr. Gazala Yasmin Ashraf for her invaluable
guidance and unwavering support throughout the journey of this dissertation. Her expertise,
encouragement, and insightful feedback have been instrumental in shaping the direction and
refining the quality of this research. Her dedication to academic excellence and her
commitment to fostering intellectual growth have been truly inspiring. I am profoundly
grateful for her mentorship and for the countless ways in which she has enriched my
academic experience. Her mentorship has been a beacon of light, guiding me through the
challenges and complexities of the research process. I am indebted to Dr. Ashraf for her
mentorship, wisdom, and encouragement, which have been indispensable in completing this
dissertation.
LIST OF CONTENTS
CH 7. CONCLUSION 59-60
CH 9. REFERENCES 63-66
CH 10 ANNEXTURE 67-73
1
LIST OF TABLES
2
TABLE OF FIGURES
FIG 1 & 2 29 - 30
FIG 3 & 4 31 – 32
FIG 5 & 6 34 – 35
FIG 7 & 8 36 - 37
FIG 9 & 10 38 – 39
FIG 11 & 12 40 – 42
FIG 13 & 14 43 – 44
FIG 15 & 16 45 - 46
FIG 17 & 18 47 – 48
FIG 19 & 20 49 – 50
FIG 21 & 22 51 – 52
FIG 23 & 24 53 - 54
3
CHAPTER 1
INTRODUCTION
4
1. INTRODUCTION
We are living in a modern era where everyone is seeking for growth. Growth in
lifestyle, growth in knowledge, growth in incomes and to reach the goal of growth
Technology is playing a very essential role. Today everyone is using technology as
a key to unlock the path to growth. Technology has become a vital part in every area,
and we cannot imagine our life without technology.
One of the important areas is marketing. Marketers are competing to expand their
reach and increase their sales to enjoy profit. And for that, engaging the consumers
is the most important task. More engaged the consumers are, greater the sales. To
engage more consumers, marketers are taking help of technology and this time the
technology is internet.
Internet is the vast network of people using computers to download and upload
information which can be explored and accessed by the users of internet. Through
internet one can connect to another instantly no matter how far he/she is in the world.
The internet has now become the fastest and cheapest way to communicate with a
huge audience at a time with the help of social media applications and websites. What
are social media applications and websites?
5
1.1 Social Media Applications/ Websites
Social media applications and websites are internet-based platforms designed to connect
people with one network and provide them a mean to communicate, post about their
lifestyle by photos, videos and blogs.
1. Facebook
2. Instagram
6
3. WhatsApp
4. Twitter
Twitter is a social networking platform with more than 330m users where
users post blogs, thoughts, and opinions which are known as “tweets” and
communicate with each other through messages. It can be access through website
and app both where a user can also upload audio visual tweets. Jack Dorsey,
Noah Glass, Biz Stone and Evan Williams founded Twitter in San Francisco in
2006.
5. YouTube
YouTube is the world largest open video streaming website which is also
available in Android and IOS app. Developed by Chad Hurley, Steve Chen and
Jawed Karim in 2005 and owned by Google, YouTube allow its user to
upload and stream video free. YouTube is an also open source of knowledge
in the internet where a user can find video of almost every genre with over 2B
users.
7
6. Snapchat
7. LinkedIn
8. Pinterest
8
1.2 Social Media Influencers
Social Media Influencers are the users of social media platforms who have a large
follower group or fanbase in it. Social media influencers are the users who gained
popularity through their social media posts. Their creative, unique, entertaining,
informative posts attracted other users through which they gained popularity. They
create such posts which can went viral within hours and as a result they become
famous among the social media users.
Considering their popularity in the social media platform, companies hire them to
promote their products by making videos or posting pictures with their products and
recommending it to their followers. Their posts with the product attract their
followers towards the product and make them to purchase it which helps the
companies to boost up their sales through social media marketing.
The creativity of the promotion post is mostly dependent on the creative team of
the companies. But the followers of the hired influencers get more engaged when
the influencer adds his/her own creativity into it. The reason behind is found that
the followers of the influencers are attracted to him/her because of his/her content
and the creativity he/she adds into it and the followers like to watch more creative
content with their style into it.
A social media influencer has the power of manipulating his/her followers’ buying
decisions in which the credibility, knowledge and relationship with his/her
followers plays a crucial role. Their reputation in a significant platform helps them
to engage more and more users. They create trends which their followers follow the
trends.
9
1.3 Types of Social Media Influencers
a) Mega Influencers
Mega influencers are those influencers who has a 1 million or more followers
on their social media platforms. Mega influencers are considered as
celebrities and most of them gained their popularity through appearance in
movies, web series, T.V. shows, sports and music albums. From past few
years many social media users also became mega influencers through their
social media posts which consists Youtubers, Instagrammers, TikTokers etc.
Due to large fanbase or followers of mega influencers only big brands
approach them as they charge very high for their posts.
b) Macro Influencers
10
c) Micro Influencers
Micro influencers are normal ordinary individuals who have gotten known
for their insight about some expert specialty. All things considered; they
have generally acquired many social media following among that specialty.
The size of their followers can be between 1k to 50k. It can be possible that
the micro influencers may not have any idea about the existence of a
company and their product before it approaches them. Micro influencers are
more popular among the Generation Z and are also considered as future
influencers.
d) Nano Influencers
11
a) Bloggers
If a blog is enormous, influential and powerful enough, you might have the
option to purchase a supported post on their webpage. This permits you to
either compose a post yourself or vigorously impact the blogger to compose
a post for your benefit.
b) YouTubers
YouTubers are the users of YouTube a video streaming and sharing platform
who have gained their followers in the term of Subscribers through their
videos. The genre of video can be differed but if the video is liked by the
users the creator and the featured person along with the video gets viral and
famous. YouTubers are hired by brands to feature their products in their
videos and get paid by the company for it.
c) Podcasters
12
d) Social Post (Instagram, Facebook, Pinterest etc)
Social post can be done by any user of social media platforms so thus the
youtubers, podcasters, bloggers, and other content creators. But to gain
popularity through their specific platforms can limit their fan base or
followers. To expand their followings, they also use other social media sites
and platforms to interact with their audiences. They use Facebook,
Instagram, Snapchat, and other social media platforms to interact with their
audiences with as a result increase their followings among the users of that
platforms.
The post they make in these platforms grabs the attention of users of that
platform and seeing this as an opportunity, marketers pay influencers to
make a post with their or about their products to increase the reach and
engagement.
3. Celebrities
13
1.4 Key Attributes of Social Media Influencers
a) Authenticity
b) Likability
14
c) Engagement
d) Authority
Authority helps the influencers to influence and make the followers
listen to them. The accuracy and knowledge of the messages conveyed
by influencers are driven by their authority makes the followers to
believe them. Handling a huge number of followers is not a cup of tea
thus authority of the influencers helps them to take control over the
followers and influence them according to them.
15
f) Visibility
Visibility is the attribute in which bigger audiences are cover. They are
always visible and presentable most of the time in front of their followers.
They have a great sense of time that when they have to post a content to
create and capture larger audiences at a time.
g) Marketing Mind
A good influencer always has marketing on his mind and knows how to
market themselves to cover larger audience and also retain their followers.
They don’t only take pay cheques to earn money but has a full knowledge
about the products they promote in social media.
16
CHAPTER 2
OBJECTIVES OF THE STUDY
17
2. OBJECTIVES OF THE STUDY
18
CHAPTER 3
LITRATURE REVIEW
19
3. LITERATURE REVIEW
Liselot Hudders, Steffi De Jans & Marijke De Veirman, Belgium (2020), with
the help of the theoretical framework of Stern’s Revised Communication Model for
Advertising and 154 respondents stated that influencer’s effectiveness is impacted
by the content and source of message they promote with a good storytelling skill to
connect with the consumers which is an essential part of influencer marketing.
According to Collin Campbell & Justine Rapp Farrell, San Diego (2020), the
influencers are identified by 3 different components i.e., endorser, followers or
audience and the manager of their social media handles. The interplay of these
components describes their power to influence and potential as marketing tool by
conducting relevant research to strategically analyse each component.
Agafa Daniel, Finland (2020), in her study stated that the explanation for influencer
proficiency is their capacity to easily cooperate with their supporters, bringing about
making an entirely relatable, dependable and agreeable picture, either by deliberately
attempting to make that sort of picture or by naturally making it. The consumer's
viewpoint towards influencers and influencer showcasing is very certain, even people
who don't follow influencers via social media, don't consider paid to be as a contrary
component, and notwithstanding a dominant part of respondents would at any rate
consider purchasing an item or administration through a miniature influencer.
Karina Dogra, Vienna (2019), did a comparative study between Millennial and Gen
Z in the terms of brand loyalty influenced by influencer marketing. In her study, she
stated that the promotions done by influencer affects the brand reliability of
corrective brands; in any case, there is no distinction in the effect on both Generation
Z and Millennial. SPSS IBM tool was used in which independent t-test and general
regression model test were done.
20
According to Felicia Kalu, Ireland (2019), recent male college grads are not
familiar with conventional advertising. It was affirmed that the visual content bid
them via social media and their favoured social media platform is Instagram. The
actual appearance of a social media influencer is the critical elements that impact an
Irish male millennial insight and conduct towards a social media influencer.
C. Jaya Vinoth, Dr. V. Ramesh Kuma, Thanjavur (2019), their research was
conducted in the town of Vallam with 200 respondents to analyze customer’s attitude
towards social media marketing in rural areas. With the help of descriptive and
percentage analysis they found that the techniques of marketing used by marketers
using influencers in social media plays an important role in attracting the rural
customers to buy the product.
Yi Xuan Ong & Naoya Ito, Singapore (2019), did a study on word-of-mouth
effectiveness of marketing done by social media influencers in the tourism industry
of Singapore under Hokkaido Tourism Organization. Using Structural Equation
Method and factor analysis they found that the attitude of consumers and changes in
it is the impact of social media influencer marketing which led the consumers’
travelling intentions and also their will to do word of mouth for the organization.
Sophia van Dam & Eva A. van Reijmersdal, Amsterdam (2019), conducted a
study on perception, behavior and advertising literacy of adolescents on influencer’s
promotion videos on social media platforms where they found that youths are
tolerating sponsorships and show sympathy toward the influencers as opposed to
having a basic viewpoint. When a revelation upsets the equilibrium, teenagers report
opposition and negative brand assessments. The hypothetical comprehension of
teenagers' promoting education of video influencer showcasing and give viable rules
to building up revelation strategies.
21
KÁDEKOVÁ, Zdenka; HOLIENČINOVÁ, Mária, Slovak Republic (2018),
conducted a research using Dunn's Test of Contrasts, Kruskal-Wallis Test, Fisher's
Exact Test and Kolmogorov-Smirnov Test with a sample size of 459 respondents.
According to the study there are critical contrasts between the purchaser of X and Y
age groups in the territory of effect of influencers on shopper conduct, which prompts
distinctive showcasing opportunities in the market.
Monique van Staden and Luzelle van Niekerk, SAMRA (2018), in their study,
evaluation of influencer marketing effectiveness in social media found that a brand
message will be received if there is a self-brand association which comes from
commitment with credible influencers on themes that issue, straightforwardly
affecting the general choice solace and consumer loyalty. The sample size taken was
323 and analysed by exploratory factor analysis.
According to Mayank Yadav & Zillur Rehman (2017), the consumers utilize
social media to gather information about favoured items with the best value
alternatives. They developed a 15 item and 5-dimensional scale in order to measure
the perceived Social Media Marketing Activities. Their study revealed that the
consumers get influenced positively to purchase by perceived social media marketing
activities.
According to Xin Jean, Aifa Rozaini, Jun-Hwa & Mun Wai, Malaysia (2017),
the consumers’ intention of purchase is driven by influencers’ credibility,
attractiveness and match up with the products they are associated with. In their study
using PLS-SEM technique with 200 respondents, they found due to lack of expertise
and improper knowledge of the products they endorsed resulted in the insignificant
relationship between the credibility of influencers and the purchase intentions of the
consumers.
22
Ida Kristin Johansen & Camilla Sveberg Guldvik, Norway (2017), conducted a
research with 180 respondents to understand how customer’s buying intentions are
influenced by influencer marketing. According to the findings Influencer promoting
emphatically impacts attitude of customers and has no impact on buyer "emotional
standard". In any case, more shockingly the outcomes show that influencer
promoting has no immediate impact on shoppers buy expectation.
According to M.C.B. Guruge, Sri Lanka (2017), Social media influencers just
influence their reliable followers or whether they likewise influence the bigger public
requirements inside and out assessment. The attributes identified with viable
influencer promoting were distinguished from various viewpoints.
According to Nausherwan Raunaque, Md. Zeeshan & Md. Azam Imam (2016),
the main factor that prevents the consumers shopping online is trust issues
Consumers were found insecure about their privacy and lack of protection policies
for consumers. Online payment system was also found a matter of concern among
the consumers. They suggested that online e-commerce companies should address
the concerns of consumers and make such regulations that could solve the
insecurities of the consumers.
23
According to Sally Dunlop, Becky Freeman & Sandra C. Jones, Australia
(2016), The close omnipresent utilization of social media among teenagers and
grown-ups makes openings for both corporate brands and wellbeing advancement
organizations to target and draw in with youth remarkably. In their study they
investigate arising proof about the degree of exposure to promoting of hurtful items
on Instagram, Twitter, YouTube, and Facebook and through other online platforms
and expected exposure on juvenile wellbeing.
Kassoway (2015), People follow influencers' lives in social media, and through the
right execution the influencer marketing seems like a natural part of their lives
rather than advertising, which is usually even. Influencers posting about brands and
products in their social media are usually seen as fellow online media users by their
followers and fan base, there by the message of the brands are seen as more credible
and trustworthy.
24
CHAPTER-4
RESEACH METHODOLOGY
25
4. RESEARCH METHODOLOGY
1) Primary Data
The essential information is gathered through questionnaire designed with the help of
google form and sent to social media users to collect the data from their individual
experience. The questionnaire was kept formal and simple and designed in English.
2) Secondary Data
The secondary information is gathered from online articles, books, websites, records,
previous reports and researches.
Sampling unit is the unit into which an aggregate is divided for sampling purpose,
each unit and response is considered as individual.
26
4.4 Sample Size
Sample size can be defined as inferences to reference about a population for a sample.
In the research the target samples are the users of social media in the city of
Raipur (Chhattisgarh).
The tool used for analyzing the data was SPSS Tool and the technique
usedwas descriptive analysis.
27
CHAPTER- 5
DATA ANALYSIS AND INTERPRETATION
28
5. DATA ANALYSIS AND INTERPRETATION
1. Gender
Table 1. Gender
Cumulative
Frequency Percent Valid Percent
Percent
Male 34 41.9 41.9 41.9
Fig.1
Interpretation-
According to the analysis most of the respondents were female i.e., 58.10%
whereas male respondents were 41.90%.
Male - 34 out of 80 respondents
Female – 46 out of 80 respondents
29
2. Age
Table 2. Age
Cumulative
Frequency Percent Valid Percent
Percent
18-25 32 40.0 40.0 40.0
26-35 33 40.5 40.5 80.5
36-45 11 14.3 14.3 94.8
Above 45 4 5.2 5.2 100.0
Total 80 100.0 100.0
Fig. 2
Interpretation
Most of the respondents were found between the age group of 26-35 40.5%
and 18-25 i.e., 40%.
Followed by 36-45 (14.29%).
Respondents above the age group of 45 years were 5.2%
30
3. Education
Table 3. Education
Cumulative
Frequency Percent Valid Percent
Percent
10th 5 6.7 6.7 6.7
12th 11 13.3 13.3 20.0
Under Graduate 34 42.4 42.4 62.4
Post Graduate 30 37.6 37.6 100.0
Total 80 100.0 100.0
Fig. 3
Interpretation-
Most of the respondents were under graduated (42.4%).
Followed by postgraduates (37.6%)
12th (13.3%) and 10th (6.7%)
31
4. Occupation
Table 4. Occupation
Valid Cumulative
Frequency Percent Percent Percent
Businessman 11 14.3 14.3 14.3
Employed 20 25.2 25.2 39.5
Self Employed/ 14 17.6 17.6 57.1
Professional
Home Maker 9 11.0 11.0 68.1
Student 26 31.9 31.9 100.0
Total 80 100.0 100.0
Fig. 4
Implementation-
Acc. to the above analysis most of the respondents were students (31.9%)
Followed by respondents who were employed (25.2%), self-employed/
professional (17.6%) and businessman (14.3%)
Least of the respondents were home makers with (11%)
32
5. Do you use social media apps/websites?
Table 5. Users
Valid Cumulative
Frequency Percent
Percent Percent
Yes 80 100 100 100
No 0 0 0 100.0
Interpretation-
All the respondents were aware of social media websites and users.
As they were the target samples for the research.
33
6. How long have you been using social media websites/applications?
Fig. 5
Interpretation
Most of the respondents were found using social media since last 6-10 years (24
respondents)
Followed by respondents using social media since last 4-6 years (24), 1-3 years
(23) and users of more than 10 years (6).
Least respondents were found using social media since last 0-1 year.
34
7. Which social media websites/applications you use the most?
Interpretation
Out of 80 respondents most of them were found using Instagram mostly (26
respondents).
Followed by Facebook (17), WhatsApp (12) and YouTube (9).
Where, least of the respondents were found using Snapchat (2), Pinterest (3),
Twitter and LinkedIn (11) mostly
35
8. Are you aware about social media influencers?
Fig. 7
Interpretation-
Acc. to the above data 91.90% respondents were aware about social media
influencers.
Whereas 8.10% respondents were not aware about social media
influencers.
36
9. Are you aware about the products promoted by social media influencers?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 74 91.9 91.9 91.9
No 6 8.1 8.1 100.0
Total 80 100.0 100.0
Fig. 8
Interpretation-
Out of 80 respondents 74 respondents (91.90%) were aware about products
promoted by social media influencers.
8.10% respondents were unaware.
37
10. How likely do you think social media influencers promote genuine products?
Fig. 9
Interpretation-
38
11. Have you ever purchased or used any products recommended by social media
influencers?
Fig. 10
Interpretation-
Out of 80 respondents 62 (77.1%) responded Yes.
Whereas 18 respondents (22.9%) responded No.
39
12. What was the last product you purchased or used recommended by social media
influencers?
Fig. 11
40
Table 13. Other last products
Valid Cumulative
Frequency Percent
Percent Percent
77 98.6 98.6 98.6
Electronic
1 .5 .5 99.0
products
Valid
Electronics 1 .5 .5 99.5
Headphones 1 .5 .5 100.0
Total 80 100.0 100.0
Interpretation-
Most of the respondent’s last used or purchased product were Beauty
products.
Followed by Health Care Products, Lifestyle Products and Food &
Beverages.
Whereas least purchased products were Apparels with 19 respondents.
The products were – Electronics and headphones which comes under lifestyle
product category.
41
13. From which platform did you learn about the products?
Fig. 12
Interpretation
Most of the respondents learn about the products they purchased from
Instagram (30.9%)
Followed by Facebook (20.2%), YouTube (18.9%), WhatsApp (11.2%)
Least responses for learning platforms were for Twitter (5.6%).
42
14. What made you purchase or use the product?
Fig. 13
Interpretation-
Most responded reasons for the purchase of the products were Product’s
specifications and Price with 28.1% of respondents each.
Followed by Influencer’s Credibility with 18.1% and Brand Equity with 17.3%
Reference Parties got least responses as the reason of purchase with 8.5%.
43
15. Rate the product you purchased or used recommended by social media influencers.
Fig .14
Interpretation-
Most of the respondents rated the quality of the products 4 on the scale of 5.
Only 1 respondents rated the products as Worst.
The average ratings of 62 respondents is 4.04 out of 5.
44
Table 17. Ease of use
Valid Cumulative
Frequency Percent Percent Percent
Valid Worst 20 25.2 32.7 32.7
Poor 2 1.9 2.5 35.2
Good 14 17.6 22.8 58.0
Very Good 26 32.4 42.0 100.0
Total 62 77.1 100.0
Non-Users 18 22.9
Total 80 100.0
Fig.15
Interpretation-
Out of 62 users a majority of them (32.4%) rated the ease of use of the
products as 4 on the scale of 5.
Followed by rating of 1(Worst) given by 25.2% of users.
The overall rating of ease of use of the product is 2.74 out of 5.
45
Table 18. Quantity
Cumulative
Frequency Percent Valid Percent Percent
Valid Worst 1 1.4 1.9 1.9
Poor 4 4.8 6.2 8.0
Good 16 20.5 26.5 34.6
Very Good 21 26.7 34.6 69.1
Excellent 19 23.8 30.9 100.0
Total 62 77.1 100.0
Non-Users 18 22.9
Total 80 100.0
Fig. 16
Interpretation-
Most of the respondents (26.7%) were found giving the rating of 4 out of 5 to
the quantity of the products.
Followed by 5 out of 5 ratings with 23.8% respondents and 3 out of 5 ratings
with 20.5% respondents.
4.8% respondents rated 2 out of 5 whereas 1.4% respondents rated 1 out of 5.
The average ratings of the quantity of the product is 3.86 out of 5.
46
Table 19. Performance
Cumulative
Frequency Percent Valid Percent Percent
Valid Worst 2 2.4 3.1 3.1
Poor 2 2.4 3.1 6.2
Good 13 16.7 21.6 27.8
Very Good 25 31.0 40.1 67.9
Excellent 20 24.8 32.1 100.0
Total 62 77.1 100.0
Non-Users 18 22.9
Total 80 100.0
Fig. 17
Interpretation-
Most of the users rated the performance of the product as 4 on the scale of 5
(31%).
Followed by 5 out of 5 (24.8%) whereas the least rated are both worst and poor
with 2.4%.
The overall ratings of the performance of the products are 3.95 out of 5.
47
Table 20. Genuineness
Valid Cumulative
Frequency Percent Percent Percent
Valid Worst 2 2.4 3.1 3.1
Poor 3 3.8 4.9 8.0
Good 10 12.9 16.7 24.7
Very Good 24 30.5 39.5 64.2
Excellent 22 27.6 35.8 100.0
Total 62 77.1 100.0
Non-Users 18 22.9
Total 80 100.0
Fig. 18
Interpretation-
30.5% users rated the genuineness of the product as 4 on the scale of 5.
27.6 % rated 5 out of 5, 12.9 rated 3 out of 5, 3.8% rated 2 out of 5 and 2.4%
users rated 1 out of 5.
The average ratings of the genuineness of the products are 4 out of 5.
48
Table 21. Durability
Valid Cumulative
Frequency Percent Percent Percent
Valid Worst 2 2.9 3.7 3.7
Poor 2 2.9 3.7 7.4
Good 12 14.8 19.1 26.5
Very Good 23 28.6 37.0 63.6
Excellent 22 28.1 36.4 100.0
Total 62 77.1 100.0
Non-Users 18 22.9
Total 80 100.0
Fig. 19
Interpretation-
28.6% users rated the durability of the products 4 out of 5 and 28.61% rated 5
out of 5.
Followed by 3 out of 5 rated by 14.8% users and 2.9% rated 1 out of 5 and 2
out of 5 each
The average ratings of durability are3.99 out of 5.
49
16. How likely did the product fulfilled your expectations?
Fig. 20
Interpretation-
Most of the users responded Fully i.e. 32.
Followed by 16 (excelled expectations), 10 (somewhat)
Least responses were of (very little) and (Not at all) with Reponses.
50
17. How likely did the product justified its price?
Fig. 21
Interpretation-
28 out of 62 users responded (To an extent)
Followed by Fully, Somewhat.
(Not at all) with 2 responses and 2 with (Very little).
51
18. Rate the packaging of the product.
Fig. 22
Interpretation-
Most of the users rated the packaging of the products 4 on the scale of 5.
Followed by rated 5 out of 5 and 3 out of 5.
Rated 1 and 2 out of 5.
The overall rating of the packaging of the product is 4.23 out of 5.
52
19. Rate your satisfaction with the use of the product.
Fig. 23
Interpretation-
Most of the users were found highly satisfied with the products.
Followed by Satisfied users and Neutral users
The overall satisfaction from the product is found 4.23 out of 5.
53
20. Are you willing to purchase / purchase more products promoted by social media
influencers?
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 52 63.8 63.8 63.8
No 11 13.3 13.3 77.1
Maybe 17 22.9 22.9 100.0
Total 80 100.0 100.0
Fig. 24
Interpretation-
54
CHAPTER-6
FINDINGS & SUGGESTIONS
55
6. FINDINGS & SUGGESTIONS
6.1 Findings
1. According to the analysis most of the respondents were female (58.1%) and the
remaining (41.9%) were male.
2. Most of the respondents were found between the age group of 18-35 combined
(18-25 40%, 26-35 40.5%)
4. Most of the respondents were found students (31.9%) and least of the
respondents were found as home makers (11%)
5. All the respondents were found using social media as they were the target
respondents.
6. Acc. to the analysis most of the respondents were found using social media from
past 4-10 years combined.
7. Instagram (31.9%) was found as the most used social media site among the
respondents followed by Facebook (21.4%).
8. 91.9% respondents were found aware about social media influencers and also
about their promotion of the products.
10. Out of 210 respondents 162 respondents were found purchasing and using the
products promoted by social media influencers.
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11. 43.4% users were found purchasing and using beauty products lastly. Followed
by healthcare (17.6%), Lifestyle (13.8%) and Apparels (11.9%).
12. Most of the users learned about their products from Instagram, Facebook and
YouTube.
13. The specification of the product, price and the credibility of the influencer were
found the main reason for the purchase of the products.
14. The overall rating given by the users on the scale of 5 are – Quality (4.04), ease
of use (2.74), Quantity (3.86), Performance (3.95), Genuineness (4) and
Durability (3.99)
15. Expectations of most of the respondents were found fully fulfilled by the product
(51.9%).
16. 45.7% users found the price of the products were justified to an extent.
17. The packaging of the products got 4.23 rating from the users.
18. Most of the users were found highly satisfied from the purchase and use of the
products with an average rating of 4.23 out of 5.
19. A majority of respondents (63.8%) said they are willing to purchase more
products promoted by social media influencers.
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6.2 Suggestions
After doing the analysis of the responses thoroughly I think that most of the users
of the products promoted by social media influencers are overall satisfied with
the product. But there were some loose ends in the social media influencer
marketing which I found and following are the suggestion that I would like to
give-
3. Companies must select social media influencers wisely as they are the
representatives of their company in front of a huge number of audiences.
4. Social media influencers must be educated about the products they are
promoting.
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CHAPTER- 7
CONCLUSION
59
7. CONCLUSION
After a brief analysis and study of the topic- “Consumer Perception towards the
Utility of the Products promoted by Social Media Influencer” I have come to the
following conclusion:
1. Overall, a majority of consumers said they think social media influencers very
probably promotes genuine products. Still there are a vast number of
disingenuous products social media influencers promote just to earn more
money.
2. The overall experience of the consumers from the purchase and use of
products promoted by social media influencers were good.
4. It is found that using genuine and valuable products have left positive impact
on the consumer’s perception.
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CHAPTER- 8
LIMITATIONS OF THE STUDY
61
8. LIMITATIONS OF THE STUDY
The research will be conducted only in the city of Raipur which, I believe will
be sufficient to get a convincing amount of data and idea, but it could have been
for effective if I can include the data from other cities for a potential topic like
this.
The findings of the research will be based on the information provided by the
respondents through questionnaire.
Due to time constraints the size of the respondents will be kept 200 to 250.
It will be a difficult task to collect data from the consumers who have purchased
any products from social media influencer marketing or at least have some basic
knowledge about social media or influencer marketing.
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CHAPTER – 9
REFERENCES
63
9. REFERENCES
Hudders, L., De Jans, S., & De Veirman, M. (2020). The commercialization of social
media stars: a literature review and conceptual framework on the strategic use of social
media influencers. International Journal of Advertising.
https://doi.org/10.1080/02650487.2020.1836925
Communication, S., Nov, T., & Issue, V. (n.d.). Influencer marketing as a modern
phenomenon creating a new frontier of virtual opportunities 9(2), 2021.
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017).
The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect
of Customer Attitude. Asian Journal of Business Research, 7(2).
https://doi.org/10.14707/ajbr.170035
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media
marketing activities in e-commerce industry: Scale development & validation.
Telematics and Informatics, 34(7), 1294–1307.
https://doi.org/10.1016/j.tele.2017.06.001
64
Burke, K. E., Ivory, J. D., Tedesco, J. C., & Myers, M. C. (2017). iv Social
Butterflies: How Social Media Influencers are the New Celebrity Endorsement.
Johansen, I. K., Sveberg, C., Supervisor, G., & Hem, L. E. (2017). Influencer
Marketing and Purchase Intentions How does influencer marketing affect purchase
intentions?
Kalu, F., & Marketing, M. (n.d.). The impact of social media influencer marketing on
purchase intention from an Irish male millennials perception. A case study of Irish
Fashion Industry
Erdoğmuş, İ. E., & Çiçek, M. (2012). The Impact of Social Media Marketing on Brand
Loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360.
https://doi.org/10.1016/j.sbspro.2012.09.1119
65
Saravanakumar, M., & Suganthalakshmi, T. (2012). Social Media Marketing. Life
Science Journal (Vol. 9).
http://www.lifesciencesite.comhttp//www.lifesciencesite.com.670
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CHAPTER- 10
ANNEXURE
67
10. ANNEXURE
1. Name
2. Gender
a) Male
b) Female
c) Other
3. Age
a) 10-25
b) 26-35
c) 36-45
d) Above 45
4. Education
a) 10th
b) 12th
c) Under Graduate
d) Post Graduate
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5. Occupation
a) Businessman
b) Employed
c) Self Employed/ Professional
d) Home Makes
e) Student
a) Yes
b) No
a) 1-3 years
b) 4-6 years
c) 6-10 years
d) More than 10 years
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9. Are you aware about social media influencers?
a) Yes
b) No
c) Maybe
10. Are you aware about the products influencers promote in social media pla
a) Yes
b) No
11. How likely do you think social media influencers promote genuine products?
a) Definitely
b) Very Probably
c) Probably
d) Possibly
e) Probably Not
f) Definitely Not
12. Have you purchased or used any products recommended by social media
Influencers? (If not then scroll to the last question)
a) Yes
b) No
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13. What was the last product you purchased or used recommended by social media
influencers?
a) Beauty Products
b) Health Care Products
c) Food Beverages
d) Apparels
e) Lifestyle Products
f) Other
14. From which platform did you learn about the product?
a) Facebook
b) Instagram
c) WhatsApp
d) YouTube
e) Snapchat
f) Twitter
g) LinkedIn
h) Other
a) Products Specifications
b) Price
c) Influencer's Credibility
d) Brand Equity
e) Reference parties (Friends, Family. Colleagues etc)
f) Other
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16. Rate the product you purchased or used recommended by social medio
influencers.
W P G VG E
a) Quality
b) Ease of Use
c) Quantity
d) Performance
e) Genuineness
f) Durability
a) Excelled expectations
b) Fully
c) Somewhat
d) very little
e) Not at all
a) Fully
b) To an extent
c) Somewhat
d) Very Little
e) Not at all
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19. Rate the packing of the product.
Poor Excellent
Poor Excellent
21. Are you willing to purchase more products promoted by social media influencers?
a) Yes
b) No
c) Maybe
73