Authors: Shivam Santosh Kadam
Abstract: Influencer marketing has emerged as one of the most effective digital marketing strategies in recent years. Social media influencers play an important role in shaping consumer opinions, increasing brand awareness, and influencing purchase decisions. This research paper analyzes the impact of influencer marketing on consumer purchase decisions in Pune. The study focuses on understanding how influencer content, reviews, recommendations, and engagement affect consumer behaviour. The research is based on primary data collected from 80 respondents through a structured questionnaire using Google Forms and offline responses. Descriptive research design and convenience sampling methods were used for the study. The collected data was analyzed using percentage analysis, charts, and tables with the help of Microsoft Excel. The findings reveal that Instagram and YouTube are the most influential platforms affecting consumer buying behaviour. A majority of respondents follow influencers and have purchased products recommended by them. Consumers trust influencer recommendations more than traditional advertisements because influencers appear more relatable and authentic. Product quality, brand reputation, and influencer reviews are the major factors influencing consumer buying decisions. The study concludes that influencer marketing has a significant positive impact on consumer purchase decisions in Pune. It increases brand awareness, customer engagement, and purchase intentions. However, issues such as fake followers, misleading promotions, and lack of transparency may reduce consumer trust. The study suggests that businesses should collaborate with trustworthy influencers and focus on authentic and engaging content for effective marketing campaigns.
DOI: https://doi.org/10.5281/zenodo.20375028
