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Research Paper | Marketing | India | Volume 11 Issue 1, January 2022 | Popularity: 4.8 / 10

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The Repercussions of Influencer Marketing on Consumer's Purchase Intention

Adhithya Mohan

Abstract: Influencer marketing is a marketing technique of working with social media users, celebrities, and other content creators who have a strong social media presence. Instead of reaching out to the target market, the brand owners employ or collaborate with a well-known person to promote their brand to a large audience of consumers. The influencer marketers prefer opting for people who can influence consumers' cognitive processes and purchase decisions. In this paper, the researcher has tried to establish a relationship between various factors like Physical Attractiveness, Source Credibility, Brand Match-Up with Consumer Purchase Intention. The researcher has used systematic sampling techniques for the study and collected data from people from various parts of India. The sample size for this study is 230 and the responses were collected through an online survey. Along with the primary data, secondary data was also collected to get a deeper understanding of the topic.

Keywords: Influencers, purchase intention, marketing, consumers

Edition: Volume 11 Issue 1, January 2022

Pages: 343 - 347

DOI: https://www.doi.org/10.21275/SR22106001049

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