An Exploratory Impact of Social Media Influencer Marketing on Consumer

Abstract

Social media influencer marketing is a viable alternative to other antiquated forms of marketing as the marketing landscape evolves in lockstep with the digital age. Social media influencer marketing has been studied and a study was performed in Delhi and the NCR region. Six criteria, including the faith of influencer, content quality, relevancy between influencer/product & customer engagement are shown to have a substantial effect on consumers' purchase intentions. Influencer marketing relies heavily on the trust of the influencer, according to the study's findings.