A STUDY ON THE INFLUENCE OF INFLUENCER MARKETING IN SHAPING CONSUMER PREFERENCES

Abstract

These days in the digital era, influencer marketing has proven itself to be a great marketing tool to influence consumer's interests and purchase decisions. In the dissertation, we examine the shape of influencer marketing in regards to its effects on consumer behavior as well as the extent to which influencer credibility, quality of content, and strategies for engagement of consumers affect consumer trust and brand perception. The research then analyzes how 250 responses from a structured survey break down these factors for what makes them effective, specifically, finding that they tend to be authentic, relatable, and an expert in their influencer field. Also, the study looks at how social media platforms are helping to amplify influencers reach to more people and how much people engage with them online. The research finds that influencer marketing plays a huge role in shaping consumer preferences for Gen Z and millennials, and can be a strong strategic marketing approach. Finally, the paper recommends the steps for businesses to fine tune influencer collaborations to encourage the sustainable engagement of consumers with the brand.