• DOI:DOI:18.A003.aarf.J14I01.009950

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Dr. Podilapu Hanumantha Rao

Abstract:
The authors evaluate what impact influencer marketing has on what consumers choose to buy in the digital world. Now that social media platforms are expanding fast, influencer marketing allows brands to interact with their fans honestly. The focus of this research is on how using influencers impacts people’s knowledge, opinions and buying habits, using factors such as credibility, trustworthiness and the relevance of their content. The research looks at survey and case study results to study how influencers—those with large (macro), small (micro) or minimal (nano) follower counts—affect what people buy. Studies demonstrate that having influencers market a brand builds emotional links, strengthens how the brand is perceived and prompts more people to buy the product. The paper helps marketers learn how to enhance cooperation with influencers so they can achieve better campaign outcomes in a competitive online environment.