Impact of Social Media Influencers on Purchasing Intent of Indian Adults

Abstract

In the current era of digital media, it is important for the brands to reach the consumers in ways they feel involved and connected. Influencer Marketing in Social Media enables this by identifying key individuals who would contribute to brand awareness and increase in loyal customer base. This study conducted a research to identify the impact of these influencers on purchasing intent of Indian adults. It identified four important components that contribute and have the power of influencing the consumer in his buying decision; namely, Influencer Trust, Content Quality, Perceived Authenticity and Product Matchup. Using various analysis tools such as Exploratory Factor Analysis and Regression Analysis, Influencer Trust and Perceived Authenticity were found to exhibit maximum influence on the Purchasing Intent of the consumer