Impact of Social Media Influencers on Consumer Buying Behavior in India

Assignment Task

Background

In recent years, the use of social media tools for advertising and marketing products has skyrocketed. One of the key reasons for this is that the smartphone and internet penetration rate in India has reached a value of 80%, which means that a major portion of the Indian population is currently using social media, which creates decent marketing potential for businesses (Chopra et al., 2021). A wide range of marketing activities is presently being carried out through social media, such as paid marketing, organic reach marketing, influencer marketing, and others. However, this study focuses on the evaluation of influencer marketing in India.

Study Rationale

According to Vrontis et al. (2021), influencer marketing via social media in India reached a valuation of $75 million in 2021. Chopra et al. (2021) add that more than 90% of Indian marketers focus on influencer marketing to boost business sales and generate positive results. According to Hosen et al. (2021), about 61% of consumers purchased a product recommended by their influencer in the last six months. However, Vrontis et al.'s (2021) findings are contradictory, indicating that 65% of millennials, i.e., individuals born after 1995, do not follow the influencer when purchasing. It implies that the marketing investment made by the business does not deliver decent value. To overcome this implication, this research study evaluates the impact of social media influencers on consumer purchasing behaviour in India to offer detailed insights to the relevant research stakeholders.

Research Aims and Objectives

The key aim of the research study is

To evaluate the impact of social media influencers on consumer purchasing behaviour in India

The study objectives are

• To determine the factors playing a critical role in the consumer’s decision-making in India that the influencers have promoted
• To examine the existence of a relationship between social media influencers and consumer purchasing behavior in India
• To identify the strategies businesses in India could use for conducting effective influencer marketing to boost business sales.

Research Methodology

The researcher intends to complete the current research by using quantitative research methodology. The reason is that this methodology shall allow the researcher to create a causal relationship between social media influencers and consumer purchasing behaviour in India (Walter & Andersen, 2016). It shall assist in determining the effectiveness of social media influencers in India. The researcher shall collect data through a survey technique among the 100 social media users in India selected through random sampling (Apuke, 2017). The researcher intends to use correlation and regression analysis techniques to determine the close association between the key variables and meet the study objectives.

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