INFLUENCER MARKETING AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR - A STUDY OF URBAN CONSUMERS
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Influencer marketing is now a way to market things online. This is especially true with media sites like Instagram, YouTube and Facebook growing really fast. This study looks at how influencer marketing affects how urban consumers make buying decisions. The research checks how things like if the influencer's credible, trustworthy and has good content and how much they engage on social media affect what consumers buy. Urban consumers are studied because they use media a lot and often shop online. The study collects data through questionnaires. Uses statistics to understand what consumers think and how they behave. The results show that when influencers endorse brands it really affects how aware consumers are of the brand if they intend to buy it and if they trust the brand. The study finds that influencer marketing is important in deciding how consumers buy things. It gives marketers ideas on how to make digital marketing plans that work for urban consumers. Influencer marketing helps marketers target consumers. The study is, about influencer marketing and its effects. Influencer credibility is very important. Influencer marketing is a digital marketing strategy.
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SRINIVAS, S. (2026). Influencer Marketing and its Impact on Consumer Buying Behaviour - A Study of Urban Consumers. International Journal of Science, Strategic Management and Technology, 02(04). https://doi.org/10.55041/ijsmt.v2i4.349
SRINIVAS, SNC. "Influencer Marketing and its Impact on Consumer Buying Behaviour - A Study of Urban Consumers." International Journal of Science, Strategic Management and Technology, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i4.349.
SRINIVAS, SNC. "Influencer Marketing and its Impact on Consumer Buying Behaviour - A Study of Urban Consumers." International Journal of Science, Strategic Management and Technology 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i4.349.
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