IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHAGE BEHAVIOUR IN INDIA

Abstract

Given study was intent to found the effects of promotional posts with influencer marketing through Instagram on purchasing behavior of consumers. Experimental research design was use to experiment the phenomenon for patterns of behavior, livingness and rate of buying increase with influencer marketing on Instagram. Product Moment Correlation analysis of association between two variables was followed to found relationship between influencer marketing on Instagram and purchasing behavior of consumers. Results of the study revealed that there was significant positive correlation between consumers purchasing behavior and influencer marketing on Instagram. There was also foundsignificant differences in mean and variance between two groups on the effects of influencer marketingthrough Instagram professional posts.