Study of Role & Effects of Influencer Marketing on Consumer Buying Behavior with Reference to Indian Fashion & Beauty Industry

Abstract

Influencer marketing is a branch of modern marketing where in businesses approach social media influencers in order to promote their brand. It is a branch of digital marketing where people having a large base of followers on social media, use their power of social media presence to compel their audience towards buying a particular brand. Social media is not only a source of recreation anymore but also a solid marketing space driven by influencers. Influencer marketing is a breath of fresh air as compared to the times where the market was dominated by traditional marketing. These social media influencers have a significant reach which in return helps the businesses with wider brand exposure. As digitalization exists and its here to stay, it has proven quite beneficial for a lot of business organizations to reach large audience with the aid of influencer marketing. The number of people using social media is increasing with time and so are the influencers. This definitely will bring about a rise in number of companies that will adopt the influencer marketing model.

This paper focuses on understanding the influencer marketing model and its effects on the consumption behavior of the consumers. It also emphasis on the fact that influencer marketing has enhanced the visibility and created awareness of the brands. The researcher also aims in understanding how beauty and fashion industries are approaching influencers to promote their brand and acquire customers who are under heavy influence of the social media influencers.