CHAPTER 1

INTRODUCTION
“People do not Buy Goods & Services. They Buy Relations, Stories, And Magic.”
- Seth Godin
The rapid rate of modernization has changed the overall living standards of consumers all
across the globe. Companies are spending lots of money every year to make their marketing
communications more effective. To survive in this cutthroat competition, it is necessary for
the marketers to develop creative and innovative ideas that influence the consumers. For
marketers, it might be difficult to attract attention, inform people, and build out a position in
their customers' minds. Modern India, with its modern consumer, is bountifully growing due
to the rising growth of internet users. Consumer engagement has improved in the eyes of
marketers due to the amazing shifting nature of today's consumers.

1.1 Overview of Digital Marketing

Digital marketing is an effective marketing approach that employs digital technologies to
endorse products or services. It encompasses all marketing endeavors conducted through
electronic devices or the internet. Over the years, digital marketing has gained immense
popularity due to the integration of the internet into our everyday lives.
The scope of digital marketing encompasses several strategies, such as search engine
optimization, pay-per-click advertising, social media marketing, email marketing, content
marketing, and mobile marketing. Each strategy offers distinct advantages and can be
combined to form a comprehensive digital marketing strategy.
One of the primary advantages of digital marketing is its ability to reach a vast audience,
surpassing the limitations of traditional marketing methods. By leveraging the internet,
businesses can connect with potential customers worldwide, regardless of the time.
Moreover, digital marketing often proves to be more cost-effective than traditional marketing
since it eliminates the need for physical material production and distribution.
For businesses aiming to promote their products or services online, digital marketing serves
as a potent tool. With its diverse range of tactics and potential to engage a broad audience,
digital marketing can facilitate business growth and success in the modern digital landscape.
According to Philip Kotler, HermawanKartajaya and IwanSetiawan (2017), “Digital
marketing is the practice of promoting products or services through electronic media,
including the internet, mobile devices, social media, and other digital channels.”

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1.2 Digital Marketing Methods
There are several methods in digital marketing to unite marketers and consumers. Some of
the methods that optimize the effort of digital marketing by connecting with prospects and
potential clients are represented below.
Figure 1.1 Types of Digital Marketing

Source: Researcher’s Compilation

This study is based on influencer marketing, one of the methods of digital marketing.
Influencer marketing is an established form of online marketing. The term ‘Influencer
Marketing’ is a modern version of ‘Celebrity Endorsement’. Influencer Marketing has
become the buzzword of Digital Marketing Strategy.

1.3 Influencer Marketing

Influencer marketing is a marketing strategy that revolves around engaging influential
individuals on social media platforms to endorse a brand's products or services to their
followers. This approach harnesses the influence and trust that social media influencers have
built with their audience to enhance brand visibility, foster interaction, and ultimately boost
sales. It is an effective marketing tactic that capitalizes on the popularity and credibility of
these influencers in order to maximize brand exposure, stimulate audience engagement, and
drive conversion.

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Influencers are individuals who have garnered a significant number of followers on popular
social media platforms like Instagram, YouTube, and TikTok.They are typically experts in a
particular niche or have a unique personality that has helped them build a loyal following.
Influencers can be celebrities, industry experts, or everyday people who have built a
significant online presence. They use their platforms to create and share content with their
followers, including photos, videos, and blog posts.
Brands can leverage the influence and popularity of influencers to promote their products or
services. The goal of influencer marketing is to tap into the trust and engagement that
influencers have established with their followers to increase brand awareness, drive
engagement, and ultimately drive sales. By collaborating with influencers, brands have the
opportunity to expand their reach to a broader audience, enhance brand recognition, and
cultivate trust among their intended target audience.The process of influencer marketing
typically involves four steps: identification, outreach, collaboration, and measurement.
Identification: The first step in influencer marketing is to recognize relevant influencers for
a particular brand or product. Brands may use social media monitoring tools to find
influencers who are already talking about their products or services. As an alternative
approach, brands can actively seek out influencers whose followers closely align with their
intended target audience.Outreach: Once the influencers have been identified, the next step
is to reach out to them to collaborate on a campaign. Brands may use email or direct
messaging on social media to contact influencers. The outreach message should be
personalized, explain the benefits of the collaboration, and provide a clear call-to-action.
Collaboration: The collaboration phase is where the influencer creates and shares content
featuring the brand's products or services. The content may be a review, tutorial, or
endorsement. The brand and the influencer should agree on the content and the terms of the
collaboration, including the compensation for the influencer.
Measurement: After implementing an influencer marketing campaign, brands can assess its
effectiveness by utilizing diverse metrics such as reach, engagement, and sales to measure its
impact.They can also analyze the content that the influencer created to determine what
worked and what did not work.
By teaming up with influencers, brands can tap into their influence and credibility to reach a
wider audience, increase brand awareness, and drive sales. Influencers can provide a level of
authenticity and trust that traditional advertising methods often lack. Influencer marketing
can also be more cost-effective than traditional advertising, particularly for smaller brands
with limited budgets.
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In recent years, influencer marketing has experienced a surge in popularity, especially among
younger demographics. According to a survey conducted by Mediakix, 89% of marketers
believe that the return on investment (ROI) from influencer marketing is on par with or
superior to other marketing channels. Additionally, a study by Linqia revealed that 86% of
marketers utilized influencer marketing in 2020, with 63% intending to allocate more budget
towards influencer marketing in 2021.
However, influencer marketing also has its challenges. One of the main challenges is
identifying the right influencers for a particular brand or product. Brands need to ensure that
the influencers they work with align with their brand values and have a following that
matches their target audience. Another challenge is measuring the success of influencer
marketing campaigns. Brands need to use metrics that accurately reflect the impact of the
campaign on their business goals.
Influencer marketing is a potent marketing strategy that enables brands to enhance their
visibility, expand their audience reach, and ultimately boost sales.The perfect categorization
of influencers according to their expertise and area of interest is also a contributing factor to
the recent emergence of influencer marketing. Now, businesses in a certain field may more
easily connect with content creators that specialize in the same area. For this reason, it
facilitates the ease with which businesses can operate.
1. Collaborate with industry insiders who can provide content and promotional materials
based on their own knowledge and experience;
2. Connect with the influencer's audience that shares an interest in the same industry.
According to a survey, 84% of marketers plan to implement one influencer campaign in the
span of a year. It further declares that a single endorsement campaign can boost the income
quantity to 4%. This is the very reason why even a small business unit can’t deny the benefits
of having an influencer associated with their brand (Forbes, 2016).
Gupta and Pirsch (2018) described that Influencer marketing entails collaborating with
individuals who possess a substantial following on social media platforms, with the purpose
of endorsing a brand, product, or service to their audience.
Rather than directly promoting a product or service, influencer marketers craft and spread
their ads through key opinion leaders. Rather than relying on word of mouth to convince
others, they lead by example. Influencer marketing is like incorporating the theory of a
celebrity endorsing a product into a content-based marketing strategy. To endorse a product
or service, a business may employ influencer marketing, a strategy that involves teaming up
with a notable online personality or figure.Some collaboration between brands and
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influencers in the context of influencer marketing are less formal and focus more on raising
brand awareness. Influencer marketing's popularity has skyrocketed in recent years as more
and more companies choose it over more conventional forms of promotion. Influencer
marketing has become an essential strategy for organizations of all sizes, from start-ups to
multinationals.
Figure 1.2 Brand post opinion

Source: www.clickz.com/wp-content/influence-posting
Influencer marketing can be defined as a marketing approach that focuses on leveraging
influential individuals to disseminate a brand's message to a broader audience.Existing
research agrees with this similarity, defining an influencer as an influential individual with a
notable personal brand. Brands rely on influencers because they are considered credible
sources of information about their products and services. People are more receptive to the
message being sent through social media. Since consumers may pick and choose who to
listen to for advice, influencers' thoughts on certain products can have a disproportionately
large effect on consumers' final verdicts. An ongoing difficulty for companies is identifying
the correct influencers to work with and holding them financially accountable for their
impact. One of the secrets to success in Influencer Marketing is capitalizing on consumers'
historical tendency to place more weight on the opinions of those outside of the advertising
industry than on those of the marketer itself (De Veirman et al., 2017).
Nandagiri and Philip (2018) mentioned that an influencer's self-perception improves when
they have a larger number of followers. As part of the same study, the sensitivity of the
followers-to-followers ratio was examined in the context of an influencer with a large number

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of followers but a small number of people they follow. The findings suggest that this may
have a negative effect if the influencer has a large number of followers but few engaged
audiences. A second study confirms that influencers may influence audiences with their
writing. To be successful in social media marketing, influencers need to cultivate a loyal
following, keep the conversation going with their fans, and convince them to take action by
promoting their ideas and opinions.
According to Sam Fiorella and Danny Brown (2013), influencer marketing can be defined as
the strategic process of identifying, engaging, and harnessing individuals who possess the
ability to initiate conversations and shape opinions about a brand or product through their
online platforms.

1.4 Evolution of Influencer Marketing in India

Over the past few years, influencer marketing has significantly changed in India, largely as a
result of the rising popularity of digital marketing and the use of social media platforms. At
first, influencer marketing in India was only used by a limited number of celebrities who
were paid to advertise goods or services on their social media accounts. However, the
industry has grown over time to include a variety of influencers, such as Micro- and Nano-
influencers, who have more focused but smaller audiences.
Influencer marketing started gaining traction in India around the mid to late 2000s. However,
it was not widely recognized as a formal marketing strategy at that time. The concept of
influencer marketing in India initially took shape through collaborations between brands and
influential bloggers on platforms like Blog Adda, IndiBlogger, and Blogmint (now known as
Pulpkey).
As social media platforms gained popularity in India, influencer marketing expanded its
reach. Brands started leveraging influencers on platforms like Twitter and Facebook to
promote their products and engage with their target audience. The rise of Instagram in the
early 2010s further accelerated the growth of influencer marketing in India.
While it is challenging to pinpoint a single company as the first to apply influencer marketing
in India, there were notable early adopters of influencer collaborations in the country.
Influencer marketing is not a new concept. As per Social Media Today, an early example of
influencer collaboration traces back to 1760 when a potter named Wedgwood crafted a tea set
specifically for the Queen of England (Brooks, 2020).

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In the early days of influencer marketing in the 2000s, blogging platforms played a
significant role. Brands like Microsoft, Intel, and Nokia collaborated with influential bloggers
to promote their products and services (Wilkens, 2023).
As social media platforms gained prominence in the 2010s, various brands started leveraging
influencers to reach their target audience. In this period, brands such as Myntra, Jabong, and
Flipkart collaborated with fashion and lifestyle influencers to promote their products and
build brand awareness (Wilkens, 2023).
With the rise of Instagram in 2015 onwards, influencer marketing witnessed a significant
surge. Brands like Nykaa, Daniel Wellington, and Ajio collaborated with beauty, fashion, and
lifestyle influencers to drive product awareness and sales. Additionally, smartphone brands
like OnePlus and Xiaomi collaborated with tech influencers to generate buzz around their
new product launches (Wilkens, 2023).
In recent years (2018 onwards), brands across various industries have actively used
influencer marketing. Companies like Zomato, Swiggy, and OYO partnered with food and
travel influencers to showcase their offerings and attract customers. FMCG brands like
Dettol, Dove, and L'Oréal collaborated with influencers to endorse their products and engage
with their target audience (Wilkens, 2023).
Today, brands and companies of all sizes use influencers to reach and interact with their
target audiences, making influencer marketing a multi-billion dollar industry in India.
Influencers in India come from a variety of fields, including, fashion, beauty, lifestyle, food
preparation, travel, and technology.
The growing usage of mobile devices and social media platforms, particularly Instagram and
YouTube, is one of the main factors influencing the development of influencer marketing in
India. Instagram has more than 400 million users in India, making it a popular platform for
influencers and businesses to advertise their goods and services. The development of e-
commerce platforms like Flipkart, Amazon, and Myntra, which have improved consumer
access to a wide range of goods and services, is another factor that has fueled the expansion
of influencer marketing in India. Since influencers are regarded as reliable sources of
information, this has increased demand for their product reviews and suggestions.
Over 80 percent of the entire population in industrialized nations uses the internet. This
statistic applies to both adults and children. As a result, companies have expanded their
allocation of the overall marketing budget by intensifying investments in social media and
digital marketing, while simultaneously reducing expenditures on traditional advertising
channels such as television and print media. This shift can be attributed to companies
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progressively increasing their portion of the total marketing budget, leading to a revaluation
of resource distribution across various marketing channels.The combination of an increase in
the number of internet users and an increase in the amount of money invested by businesses
in social and digital marketing has produced a situation in which consumers' attention is more
divided online. Therefore, in order for firms to achieve the desired impact of their
advertising, they can no longer depend just on the reach of their advertisements; rather, they
need to build advertising campaigns that also incorporate the engagement of customers. Most
consumers in some product categories look at the evaluations of other people posted on social
networking channels. Because of this, more businesses have been utilizing social media
marketing techniques to interact with consumers throughout the course of the last decade.
Because of this, a concept now known as influencer marketing has emerged.
On the whole, a number of reasons, including the advent of social media, the rising use of
mobile devices, and the expansion of e-commerce platforms, have contributed to the
advancement of influencer marketing in India. There will probably be even more inventive
and imaginative ways for firms to connect with and engage with their target audiences as the
market continues to develop.
Hanna et al. (2011) carried out research in 11 European countries; two out of every five
people who use the internet make use of ad blocking software. In this context, influencer
marketing plays a crucial role since it allows businesses to contact consumers who are using
ad blocking software. In addition to that, it gives consumers the chance to freely participate in
it, which makes it more exciting for them to do so. When compared to internet advertising,
influencer marketing is capable of generating more client trust than the later. Although the
endorsement by an influencer in public is paid for by the company, it is still considered to fall
within the category of earned media since it increases consumers' trust in the brand. The
public's relationship with the brand is seen to improve when it receives support from
influential people, since this kind of marketing is regarded as being of high quality.

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 Figure 1.3The Influence of Social Influencers on the Market

Source: Researcher’s compilation

In addition to the direct impact that influencer marketing has on sales and customer retention,
it also encourages customers to circulate good word-of-mouth utilizing various forms of
electronic communication. When a client shares this information via social media, it
functions as an extension of the marketing campaign investment that the company has
already made. When a consumer is encouraged to share an advertising brand message on
social media platforms, the total investment of the marketing campaign is quadrupled. This
results in a greater return on the marketing budget.

1.5 The Rise of Online Social Networking Sites

In the digital age, the emergence of social media platforms on the internet has changed the
way people interact and communicate. Users can share information, connect with other users,
and build personal profiles on social networking sites.
The initial emergence of social networking can be traced back to 1997 with the creation of
SixDegrees.com, the first social networking site. However, it was during the mid-2000s that
social networking gained significant momentum with the introduction of Facebook in 2004,
followed by Twitter in 2006, and later Instagram in 2010.

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Social networking sites have significantly changed how people communicate with one
another and have changed the nature of both personal and professional interactions.
Additionally, they have altered how people access news and information as well as how they
use and distribute content. The widespread use of mobile devices and the expansion of high-
speed internet connectivity have been two major factors in the growth of social networking
sites. People may now access social networking sites from anywhere, at any time, thanks to
the invention of smart phones, making it simpler than ever to remain in touch with friends,
family, and co-workers.
Growing importance of personal branding and self-expression is another aspect that has
contributed to the success of social networking platforms. People can connect with others
who share their interests and objectives by using social networking sites as a platform to
share their skills, hobbies, and opinions.
Businesses and organisations may now contact and interact with their target consumers in
fresh and creative ways thanks to social networking sites. Businesses may increase brand
recognition, generate leads, and boost sales by utilising the power of social networking while
also gaining insightful information about customer behavior and preferences.
In general, the emergence of online social networking sites has had a significant impact on
society, changing how individuals interact with one another and how businesses interact with
their clients. Future applications of social networking are expected to be even more inventive
and imaginative as the technology develops.

1.6 Types of User-Generated Content Used by Influencers

User-generated content can come in many forms. Influencers are most likely to have an
impact on their target audience on the following platforms:
1.6.1 Blogs
Blogs are updated on a regular basis by an individual or organization that writes about current
events or publishes other content like graphics and video. To ‘blog’ is to keep or add content
to a blog, which is why it is often used as a verb in its own right. Since 2011, the number of
blogs dedicated to fashion has skyrocketed; topics typically include commentary on trends,
designer analysis, and reviews of individual garments and entire collections. Bloggers in the
fashion industry are given a great deal of respect, and those who amass large followings are
given significant influence.

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1.6.2 Videos
Videos advising on how to look better in the areas of dress, hair, and makeup can be
uploaded to YouTube and viewed by viewers all over the world. The films give these viewers
inspiration because they allow them to watch and use makeup at the same time.

1.6.3 Photos
It's no secret that social media platforms like Pinterest and Tumblr have had a significant
impact on the way people see and document the world. Photo applications are aimed at a
younger demographic. Their popularity is founded on the fact that they are quick and simple
to use. The success of today's young people depends on the ease and swiftness with which
they may accomplish their goals in today's fast-paced environment.

1.7 Influencer Marketing Key to Marketing Success

In recent years, influencer marketing has risen as a powerful means for brands to establish
connections and actively engage with their target audience. This practice entails partnering
with individuals who have a significant social media following to promote products or
services, effectively driving the concept of influencer marketing.These people, known as
influencers, have developed a loyal following because of their interesting material and skill.
The ability of influencers to develop credibility and trust with their following is essential for
the success of influencer marketing. Because they consider influencers as genuine, relatable,
and knowledgeable in their field, people trust them. Brands may use this credibility and trust
by working with influencers to reach new audiences and increase brand recognition.
Delivering relevant and targeted information to particular audiences is one of influencer
marketing's main advantages. Influencers are skilled at producing material that connects with
their audience because they have a thorough awareness of their preferences and interests.
With this specific approach, the material is more likely to be noticed and interacted with by
the relevant audience, increasing brand awareness.
Influencer marketing can help firms grow revenue and generate leads in addition to raising
brand recognition and engagement. Influencers can advertise goods or services to their
following, giving a strong recommendation that may affect their buying decisions. Businesses
may reach a highly engaged and focused audience by collaborating with the right influencers,
which will enhance conversions and revenue.
Influencer marketing's capability to offer useful information on customer behavior and
preferences are another major advantage. Businesses may better understand the needs and
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preferences of their target audience by analyzing the interaction and feedback brought about
by influencer campaigns. This knowledge enables them to fine-tune their marketing strategies
and customize their goods and services accordingly.
A strategic approach is required for brands to succeed with influencer marketing. It is crucial
to pick influencers that share the brand's values and messaging and who also have a sizable
and targeted fan base. In order to assess the success of their influencer programs, brands
should also set clear objectives and performance measures, such as reach, engagement,
conversions, and ROI. Influencer marketing has become an important tool for brands to
connect with and interact with their target markets. Businesses may boost brand exposure,
engagement, and sales by collaborating with influencers who have the followers' trust and
credibility. Influencer marketing must be approached deliberately, and brands must select
influencers that are fit with their values and messaging. By doing this, companies may
successfully use influencer marketing to drive their marketing efforts. When compared to
other internet sources, Conick (2018) claimed that customers are more likely to trust
influencers. Advertisers are engaged in a severe competition for the limited attention of
consumers.
Figure 1.4 The Seven Steps of Influencer Marketing Management

Source: Brown &Fiorella, (2013)

1.8 Reasons for Adopting Influencers

In recent times, influencer marketing has gained significant traction as a prevalent approach
for companies to promote their products and services. Influencer marketing is a strategy that
involves partnering with individuals who have a significant social media following to endorse

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products or services. This collaborative approach has gained popularity in the marketing
industry.These people, known as influencers, have developed a loyal following because of
their interesting material and skill. The following are some justifications for using influencers
in marketing:
1.8.1 Reach a Targeted Audience
Influencer marketing provides businesses with the opportunity to effectively target a specific
audience. Through strategic collaborations with influencers who possess a distinct niche and
dedicated following, businesses can ensure that their content reaches individuals who are
highly likely to have an interest in their products or services.
1.8.2 Build Trust and Credibility
Influencers are regarded as genuine, relatable, and well-informed within their respective
fields of expertise, which has enabled them to amass a devoted following through their
captivating content. By collaborating with influencers, businesses can leverage the trust and
credibility they have established to effectively expand their reach to new audiences and
cultivate brand awareness.
1.8.3 Generate High-Quality Content
Influencers possess exceptional skills in crafting captivating content that deeply resonates
with their audience. By establishing partnerships with influencers, businesses can harness
their expertise to produce top-notch content that has a higher likelihood of being noticed and
actively engaged with by their intended target audience.
1.8.4 Increase Brand Awareness
Influencer marketing enables businesses to enhance brand awareness by effectively
promoting their products or services to a highly engaged and relevant audience. This strategy
proves beneficial in expanding brand visibility and recognition.This can lead to increased
visibility and awareness of the brand, which can help drive traffic and sales.
1.8.5 Drive Sales and Conversions
Influencer marketing holds the potential to be a highly effective method for driving sales and
conversions for businesses. By leveraging influencers, brands can effectively endorse and
promote products or services to their respective followers, benefiting from a compelling
endorsement that has the power to influence purchasing decisions.
1.8.6 Gain Valuable Insights
By analyzing the engagement and feedback generated by influencer campaigns, businesses
can gain a deeper understanding of their target audience's needs and preferences, allowing
them to refine their marketing strategies and tailor their products or services accordingly.
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Overall, adopting influencers in marketing can be a powerful strategy to connect and actively
interact with their intended audience, build trust and credibility, generate high-quality
content, increase brand awareness, drive sales and conversions, and gain valuable insights
into consumer behavior and preferences.

1.9 Desired Qualities of Influencer

In the realm of marketing, companies are increasingly resorting to the practice of cooperating
with social media influencers in order to assist them in promoting their wares and brand to
end users. Influencers are those who consistently publish quality material on social media in
order to acquire followers, and they have the capacity to influence both the views and
purchase choices of other users of the platform. Marketing campaigns that use social media
influencers provide superior outcomes to those that involve conventional celebrities. As a
consequence, the majority of businesses that collaborate with influencers are pleased with the
outcomes of their marketing efforts, and most of those businesses want to increase their
budget for working with influencers in the following year. In order for marketers to
effectively capitalize on influencer marketing and get the most possible profit from it, it is
essential for them to work together with the most suitable influencer. When choosing
influencers to collaborate with, the most important considerations for marketers to take into
account are:
1.9.1 Personality
People with strong personalities make good influencers. They could be lighthearted, serious,
or both. They have self-assurance and are open-minded, so they are open to hearing other
people's viewpoints. They don't hesitate to acknowledge when they're mistaken or when
someone else is right. A successful influencer is also humble. They are aware that the
community they have created around them, not themselves, is what makes them successful. A
great sense of self-awareness and the ability to identify what you are comfortable sharing
allow you to connect with your audience.
1.9.2 Passion
Nothing is more compelling than a person who is deeply committed to their work. They write
and produce with this in mind, which makes them memorable and relatable. Influencers who
are driven by passion can speak with authority and share their passions and convictions.
Prioritizing the creation of content that resonates with one's own passion and the desire to
share it with others holds greater significance than solely focusing on content that generates
monetary gains.
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1.9.3 Engagement
Having plenty of followers is important, but it's not enough to maintain their attention. It
signifies that you're sharing information that people want to view in an engaging and exciting
way. Your target audience needs to feel included in your community if you want to develop a
relationship with them. In order for them to feel heard, respected, and valued, they must be
able to communicate with other people in this manner.
1.9.4 Authenticity
An honest, open, and sincere influencer is trustworthy with their audience. They are as honest
as they can be, even if that means showing some awkward moments. An influencer must be
genuine since it helps people relate to them. People don't want to follow someone who
doesn't seem to be them; instead, they want someone they can trust and who will be honest
with them, even if it's difficult to hear. A good influencer can communicate the value of the
things they support in a way that others can relate to. It implies that they have used the good
or service personally or, at the very least, understand it well enough to comment on it.
1.9.5 Mind for Marketing
Influencers don’t need to be experts in the marketing field to be successful, but they do need
to have a good grasp of how it works and how to use it to their advantage. Success as an
influencer will depend on whether one can promote himself and his products. He'll have to
know how to attract attention, get people excited about what he is doing, and convince
consumers that his offer is worth buying or following.
1.9.6 Credibility
People will only trust a person if they believe that he knows what he is talking about, so it's
important to build up his reputation and make sure that people know who he is. An influencer
can do this by sharing his experiences and opinions to show his expertise and being willing to
get involved in conversations about the topics in which he is interested. Credibility comes
from being honest and upfront about who you are, what you do, and what your interests are.
He should never pretend to be something he is not; honesty is always better than deception in
the long run.
1.9.7 Visibility
Influencers should be able to reach their audience with ease. They need to be able to find the
best ways to communicate with their followers, which means they need to know how their
audience consumes media. There are two types of visibility: content visibility and social
media visibility. Content visibility is how often your followers see your posts, while social
media visibility is how often you post on social media. For example, if you have a Facebook
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page with 500 likes but only post once every six months, then your audience isn't going to see
much content from you. If they don't see enough of your content, they won't know who you
are or what you do, and they won't trust that you have valuable information for them. The
same goes for social media visibility: if the followers can see on Instagram a few posts per
month and no interactions between them and their favorite influencer, then they might not
feel like following that influence anymore since it seems like there's nothing new happening
around them.
1.9.8 Tech Knowledge
Good influencers deeply understand their chosen social media platform, whether it's
Instagram or YouTube. They know how to work the camera and edit photos and videos. They
must understand the specific nuances of each platform and how to use them to their
advantage.
1.9.9 Creativity
Influencers must have the capacity to think creatively and generate original content that is
interesting and engaging for their target audience. A good influencer has a talent for making
content that gets people excited about their actions and makes them want to share it with their
friends. Creativity requires more than being able to come up with new ideas, though—it also
requires having the ability to execute those ideas. It means that influencers have to have an
eye for detail and the ability to use editing software and other tools that help them turn their
ideas into reality.
1.9.10 Uniqueness
Good influencers should have a unique style, voice, and point of view that can't be found
elsewhere. It will make them stand out from the crowd and give their audience something to
look forward to when they watch or read what they create.
1.9.11 Commitment
Good influencers get involved in a project and stick with it to completion. An influencer
should also be willing to do whatever it takes to help the project succeed. They are committed
to their craft, and they are committed to their audience. A good influencer has a strong sense
of purpose and knows what they want their work to do. They don't throw content out there,
hoping that it will somehow stick; they know what they want to say and how they want to say
it to impact the world around them.

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1.10 Social Influence of Influencer Marketing
With each passing day, we are steadily approaching an era dominated by digital technology.
People now habitually browse through content on their mobile devices or engage in extensive
typing on their laptops and desktop computers. Social media has become an indispensable
necessity for many individuals, as they find themselves regularly checking their accounts
across multiple platforms without skipping a day.In recent times, businesses have
significantly improved their utilization of social networking websites as a means to
accomplish relationship marketing objectives and augment their brand value. The ascent of
influencer marketing has become a powerful instrument for brands to successfully establish
connections and captivate their target audiences across diverse social media
platforms.Influencers, who have cultivated a devoted following through their captivating
content and expertise in specific domains, now play a pivotal role in shaping social influence
within the marketing landscape.Through their ability to establish trust and credibility among
their followers, influencers have become a formidable force in shaping consumer behavior
and influencing purchasing decisions. By collaborating with influencers, brands can leverage
this trust and credibility to expand their reach to new audiences and establish brand
awareness. The social influence wielded by influencer marketing is evident in the manner in
which influencers shape the attitudes and opinions of their followers.Through their engaging
content and authentic voice, influencers can create a sense of trust and relatability with their
audience, leading to increased engagement and influence over their purchasing decisions.
Influencers also have the ability to drive social trends and behaviors, as their
recommendations and endorsements can lead to increased interest and adoption of certain
products or services. This social influence can have a ripple effect, as followers of influencers
may in turn influence their own social circles, leading to a wider impact on consumer
behavior and trends. The social influence of influencer marketing is a powerful force in
shaping consumer behavior and trends, as influencers have the ability to build trust and
credibility with their followers and drive social trends and behaviors through their engaging
content and authentic voice.
1.10.1 Advantages
 It Helps to Reach a Relevant Audience
When it comes to reaching significant audiences, working together with the right image-
related influencers can be of great assistance. To identify the most suitable influencers
relevant to their industry and area of expertise, a marketer must invest some effort into the

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selection process. One effective approach is to engage with influencers who are already
supporters of brands similar to their own. By doing so, it becomes easier for the marketer to
pinpoint influencers who belong to the specific target group they are striving to reach,
simplifying the process of influencer identification.
 It Helps in Developing Credibility and Trust
Individuals place their trust in influencers they follow because they believe in them. When an
influencer speaks openly about a brand, their followers are likely to trust the information
shared, as it comes directly from a reliable source. Consequently, one of the most effective
strategies employed by influencers is their ability to foster trust in the persona behind a
business, thereby enhancing the brand's credibility. This strategy can be adopted by brands as
well. It is of utmost importance to partner with authentic influencers who hold expertise in
their specific niches, as they are the ones capable of fostering authenticity and trust among
the audience.
 It Broadens the Brand's Reach
Marketers are able to communicate with thousands, even massive numbers, of devotees of
powers to be reckoned with, all of whom he was previously unable to communicate with on
his own. Influencers are able to aid him in expanding his database with new prospective
consumers and customers, irrespective of the online media platform that he chooses to use.
 Focus on a Particular Crowd
In the event that a businessman collaborates with an influencer whose area of expertise is
comparable to his own, he will be able to reach a more relevant audience. Because the
influencer's audience is now genuinely interested in hearing what the individual has to say.
Collaborating with an influencer enables the delivery of their message to individuals who are
highly likely to have an interest in the brand's products or services, eliminating the need for
the influencer to actively seek out these individuals.
 Good Quality of User-Generated Content
A good influencer marketing campaign will understand the business image, goals, and the
message it wants the influencers to express. They will then give his company's message an
imaginative spin and reach out to their followers with the message about his business. In
addition to that, the material created by these influencers for their customers will be of high
quality and generated in large quantities, both of which will help achieve business objectives.
This user-generated material has the potential to be included in a business content repository

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and repurposed for use in future marketing endeavours. The quality and reliability of the
content produced by influencers is almost always high.
1.10.2 Disadvantages
 Working with the Wrong Influencer can do More Harm than Good
Finding a powerful alliance that aligns with a brand's goals requires the brand to invest time
and effort, making it a challenging endeavor.Collaborating with the wrong influencers could
have detrimental consequences on the business's reputation, potentially impacting the brand's
overall success. It is imperative for brands to exercise caution and diligence in selecting the
appropriate influencers to safeguard their reputation and ensure a positive outcome.
 Influencer Marketing Mistakes can Cost Brand
Given that influencer marketing is still a relatively fresh strategy, it is inevitable for
marketers to encounter certain missteps or errors along the way when implementing
it.Because there is no manual for a productive force to be reckoned with in a showcasing
approach, the most common scenario is one in which businesses learn from both their
successes and failures.
 Consumes a Great Deal of Time
To properly set up an influencer marketing campaign, a businessman will need to invest
some time and money in addition to putting in the necessary amount of effort. There is a need
to conduct research in order to identify an influencer whose personality is a good fit for a
brand, prepare the agreements necessary for collaboration, provide support for the content
that the influencer arranges, and evaluate the outcomes of campaigns.
 High Risk Involved
Influencer marketing campaigns, in the vast majority of instances, will not guarantee the best
possible results. In the event that an influencer is unable to produce outstanding content, it is
possible that they will not resonate with the customers you are trying to reach. When this
happens, the effort that you put in, both in terms of time and money, will be for nothing.
 Influencer Fatigue
As social media platforms like Facebook and Instagram become increasingly saturated with
additional paid sponsorships from promotions and influencers, it becomes more challenging
for shoppers to distinguish and remember whom they can trust.Less than 5% of people
actually trusted the information that was published by influencers on online media.
Regardless of whether companies collaborate with influencers that are a genuine fit as
partners, trends appear to show that forces to be reckoned with have less influence over

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buyers than they once did. This is the case even when the companies collaborate with their
partners.

1.11 Consumer Buying Behavior

‘Sales dictate profit, and customers' activities decide sales.’
The behavior of an organization target market is the single most important factor that
determines how much profit an organization can make from its involvement in business. The
market is made up of people who have money to spend as well as the willingness and ability
to spend that money. The challenges posed by the willingness and capability of customers are
at the very core of the process of analyzing purchase behavior.
What motivates a customer to make their purchasing decisions?
Why are they receptive to some approaches to sales while they are resistant to others?
What factors influence an individual's decision to buy or not buy a certain product or service?
It is unlikely that the organization will be successful if the people in charge of marketing do
not have an understanding of the purchasing procedures used by the target market.
The purchasing procedures that customers go through in order to acquire the vast majority of
goods and services are far more complicated than they may first seem to be. Rarely is it as
simple as deciding whether to purchase something or not. If we examine the thought
processes of a consumer, we will discover that he has a number of complex and frequently
competing needs that he simultaneously feels are unmet. Such sets of demands, the forces
that shape them, and the steps a customer takes to satisfy them—all of these factors influence
his purchasing behavior.

1.12 Factors Affecting Consumer Buying Behavior

The study of consumer buying behavior is basically directed towards identifying the possible
behavior presented by a consumer at all levels, i.e., individual or group level. The study of
consumer buying behavior helps in identifying the various determinants of the decision-
making process that affect the purchasing behavior of a user. Customers from different
backgrounds, cultures, social backgrounds, personal backgrounds, etc. can exhibit entirely
different behavior while making purchase-related decisions. The behavior of a consumer is
largely affected by various factors known as determinants of consumer buying behavior.
These different factors can be further grouped into four major categories, such as personal
factors, economic factors, sociological factors, and psychological factors. The following
section tries to find the influence of these broad factors on the buyer's behavior.
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1.12.1. Personal Factors
The personal factors related to an individual, such as age, stage of life cycle, life style,
personality, occupation, income, etc., are the primary determinants of the behavior of a
consumer. Customer’s way of thinking and their pattern of purchasing change as per the
changes in their life stage. There are certain habits, such as taste, clothing style, recreation,
etc., that are age dependent. The occupation of the consumer and his purchasing power affect
the decision pertaining to a purchase. The level of income also exhibits the purchase
affordability of a customer. Lower income group people are more concerned with purchasing
survival products rather than spending on luxurious ones. As per the study carried out by
Vellido et al. (2000),generally, persons of similar professions lean towards similar buying
patterns.
1.12.2 Economic Factors
The behavior of a consumer can also be affected by many economic factors. The most
important factors that may have an impact on the economy may be classified as follows:
 Personal Income: This is the most significant feature, as it signifies the procuring
power of a consumer. Even after spending a part of his given income on many
anticipated expenses such as taxes, loan and interest payments, fixed charge burdens,
etc., the left part is known as throwaway income, popularly known as disposable
income. Shifts in disposable income carry shifts in demand for diverse categories of
products. In the situation, the customer first attempts to meet his lowest need, which
is to survive his family. The remainder of the capital expenditure is spent on the
excess demand that represents the income. This appropriation is also positively
related to spending money on behavior over assets that improve his or her health
(Sancjez, 2012).
 Family Income:In a country like India, where there is a concept of the combined
family, the consumer's buying behavior is largely affected by the combined income of
all the family members. Moreover, the increase in the income of one member of a
family may be neutralized by the decrease in the income of another family member.
Moreover, the products and services demanded by joint and nuclear families may also
differ (Keng& Lin, 2005).
 Availability of Credit Facilities: Generally, the liberal credit capabilities of an
economy induce the demand pattern of its households. Easy accessibility of loan and
credit facilities is usually in the form of delayed payment; part-payment purchasing on

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 easy monthly instalments; and rental purchase arrangements convince buyers to buy
different durables. The absence of such facilities may trigger consumers to postpone
the purchase decision (Hofstede, 1980).
 Living Standard: The living standard to which a buyer is used has an immense
influence on his expenditure practice. His revenue may unexpectedly drop, but his
spending pattern and expenditure will not decline proportionally, as he will find it
actually tough to degrade from his already maintained living standard. It may also
happen that to meet his expenses, he will resolve to borrow from others. However, on
the other side, if the income of the consumer increases on an enduring basis, he will
be allured to increase his usual living standard (Lawan&Zanna, 2013).
1.12.3 Social Factors
The social factors that belong to an individual customer can also have an impact on their
buying patterns and behavior. Perreau (2014) stated that each individual is generally bordered
by various social setting factors such as family, neighbours, peer groups, work groups, roles,
and status. In such situations, it is well said that individuals live in groups. Following are
some of the factors known as social factors that affect consumer behavior.
 Family: It is the chief set. It links the person to a wide-ranging civilization. This is the
group that is responsible for realizing the role appropriate to an individual’s adult life.
Expectations, insolences, and principles of family members affect the decisions of
consumers taken within the family environment. In most advanced countries, where
there is a small number of joint families instead of nuclear families, the family is
made up of a father, mother, and children. In such a setting, generally, the mother is
the one who decides on purchasing goods like foodstuffs and clothing, whereas the
father decides on expenditures on education, insurance, investments, housing
facilities, etc. The children are the major decision-makers for recreational facilities.
(Perreau, 2014)
 Reference Groups: Apart from being a member of a family, a consumer gets
associated with some other groups too. These outer groups are called reference
groups. These groups can take any form, such as formal or informal, social or
professional. However, every kind of reference group may influence the opinions,
beliefs, and aspirations of any consumer. In the process, the consumer receives
information from their reference groups on matters such as product, price,
performance, quality, style, design, etc. Furthermore, these groups are also very

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 effective at creating or destroying the image of a newly launched product or service.
(Perreau, 2014)
 Opinion Leaders: Being propriety of reference groups, there is always an
unceremonious group leader. The activities, beliefs, and behavior exhibited by this
group leader are generally assumed to be an idea, hence being followed by the
followers. In many cases, these group leaders are consulted when making new
purchase decisions. So, one can give or take that these group leaders perform a very
influencing role when influencing purchase-related behavior.
 Culture: It refers to the theories, normal ethics, standards, and customs that extend on
a social basis from one peer group to the next. A culture is something that represents
the behavior pattern of a customer too. A culture also determines the style, design,
color, type of product, etc. So, we can say that culture also affects buyer behavior
hence has become an important determinant in the consumer buying decision process.
 Social Class and Caste: Social class is a bigger cluster than a close group. Income,
status, proprietorship, schooling, consumption pattern, profession, and locality of
residence of the distinct persons create such a group. In our country, people are
divided into three main classes: high-income people, people of middle income, and
the poor. Whereas a caste can be defined as a group whose membership is determined
by biological birth, the caste system evolved over time from the specialization of
occupation. In India, there are four major classes in the caste system: Brahmins,
Kshatriyas, Vaishyas, and Sudras. Individually, social classes and castes develop their
own tastes, perceptions, styles, and behavior patterns. It is generally observed that
members of a class choose a particular brand of product and purchase it from a
particular store that supports their group norms.
1.12.4 Psychological Factors
According to the perception of modern psychologists, some main factors such as motivation,
perception, attitude, and learning that are internal to the consumer also determine his
consumption pattern and behavior. In an ordinary situation, a buying decision is the result of
different types of needs and motives, and these psychological factors help in abstaining from
or triggering the motive to purchase. Hence, these psychological factors are also regarded as
very important variables affecting consumer behavior pertaining to the purchase of products
and services. These aspects are described briefly under:
 Motivation: Motivation is a great strength, of course. It refers to the recruitment,
drive, and ambitions involved in performing a series of actions. This thread of action
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 is called behavior. With the help of these powerful ceremonies, a person tries to
diminish his or her anxiety state in order to guard and satisfy his or her identity. It is
an integrated system of mental and cognitive equipment. The motives can vary from
natural requirements such as food, clothing, and shelter to the highest desire for self-
perception.
 Perception: It is the step-by-step process through which an individual is assumed to
be the subject who collects, organizes and interprets the stimuli available in its
environment. Perception leads to thinking, and thinking leads to some kind of action.
A person's perception tries to give meaning to any object or to any individual.
However, perception is an outcome of various determinants such as the capability to
see or hear a message, feelings that need help, and a love for everything that changes
the message the person receives. That is why, in the field of marketing, marketers
prefer visual to audio-based advertising. So, it can also be said that information and
knowledge about consumer perceptions help us understand how and why the
behaviors of consumers are exaggerated by their perceptions.
 Learning: In the field of psychology, learning can be understood as any perpetual
alteration in behavior that occurs as a result of past experiences. The whole process of
learning is composed of four different stages: attention, retention, reproduction, and
reinforcement. Drive denotes an inner, eager state of mind that justifies dealings. For
example, the feeling of starvation can be motivating. Attention is the process of
observing stimuli offered by the environment. Such as, watching and understanding
an advertisement on television or radio refers to the consumer's attention towards the
manufacturer’s product or services. Reproduction refers to the act of recreating or
performing an observed behavior. Lastly, reinforcement defines the reward one gets
from others responses. So, this factor has really been found to be a major factor
influencing consumer behavior.
 Attitudes: Apart from the above, a clear understanding of the customer's attitude also
helps in estimating the buyer's behavior. The term attitude refers to a preference to
behave in a special way in a setting where any stimulus is provided. This attitude
towards any product, place, person, etc. may be favorable at one point in time or may
be opposite at another point in time. The process of developing attitude is basically
very gradual in nature and is an outcome of past experience. Moreover, it is very easy
to validate the consumer’s attitude, but changing its mind to alter the attitude is

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 something that is really difficult. It requires shifting from the present disposition to
the opposite disposition. Advertising is one way to change the present attitude to the
desired one.
 Personality: What makes an individual different from everybody else? It involves
methods, practises, and actions. It is the job of internal drivers, learned motivations,
and practises. In the field of psychology, it is taken for granted that personality comes
from the combination of mainly three elements: name, id, and superego. 'Id' controls
one's feelings, and the superego controls Id by overpowering social misconduct. The
ego component aligns the differing requirements of name with super ego. The
consumer's behavior is determined by his or her personality, e.g., by his or her sense
of honesty, concern, and anger. Marketers try to exploit these features through
advertising. It is worthwhile to mention that whatever the process of purchase
decision-making is, in order to increase the market share of a company, it is always
required to make a customer feel satisfied. The level of customer satisfaction is the
primary factor that determines the repurchase pattern for any product or service.

1.13 Influencer Marketing and Consumer Buying Behavior

With good reason, discussions on influencer marketing often return to the topic of trust.
Everyone knows that advertising is dishonest and that celebrities are paid to endorse products
that most of them don't even like. However, influencers, those who have created an audience
by talking about things they are enthusiastic about, are far more inclined to only recommend
items they have personally tried and tested. This is why people put their faith in them. To
some extent, ad blocking is also contributing to the rise of influencer marketing. People not
only tune out advertisements but also like hearing from influential figures. When you
consider these tendencies and data, it's easy to see how influencer marketing and user-
generated content affect customer purchasing behavior. However, although superstars have a
large audience, those with a smaller but nonetheless significant following have more
impact. Influencer-generated marketing material may have an impact on consumer behavior
due to its greater authenticity, polished presentation, and appeal.
Influencer marketing has become an increasingly popular marketing strategy, particularly
among younger generations. The use of social media influencers to promote products or
services has the potential to significantly influence consumer buying behavior.
One of the key ways in which influencer marketing affects consumer buying behavior is
through building trust and credibility. Influencers have built up a loyal following through
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their engaging content and expertise in a particular area, making them a trusted voice in the
eyes of their followers. By partnering with influencers, brands can tap into this trust and
credibility to promote their products or services, leading to increased interest and engagement
from their target audience.
Influencer marketing can also create a sense of relatability and authenticity, as influencers
often share their personal experiences and opinions about products or services. This can lead
to increased engagement and influence over consumer purchasing decisions, as followers are
more likely to trust the recommendations of someone they see as relatable and authentic.
In addition, influencer marketing can provide consumers with a more personalized and
tailored experience. Influencers often have a deep understanding of their followers' needs and
preferences, and can tailor their content and recommendations accordingly. This can lead to a
more personalized and relevant marketing experience, which can ultimately lead to increased
engagement and conversions.
By building trust and credibility, creating a sense of relatability and authenticity, and
providing a more personalized marketing experience, influencer marketing has the potential
to drive increased interest and engagement from consumers, ultimately leading to increased
sales and revenue for businesses.
Aside from this, the influencer's addition of new material has an effect on audiences and their
propensity to buy the product that traditional advertising cannot match. Social media
influencers may have a significant impact on consumers because they are more inclined to
accept the recommendations of their peers than the promises made by advertisers. If a product
is well-received by that group of people, it will get instant credibility and credibility as an
affiliate of that group. This implies that the loudest voices within any given group will have a
disproportionate amount of influence on the establishment of that first link. Olapic's research
(Brown, 2017) show that 39% of customers place importance on an influencer's knowledge
when considering the effectiveness of their recommendations.

1.14 Role of Influencers in the Consumer Decision-Making Process

Over the recent years, influencers have become integral to the consumer decision-making
process. With the widespread use of social media platforms, influencers have acquired the
power to influence consumer opinions and shape their purchasing decisions. These
influencers are individuals who have amassed a significant following and established
credibility on popular platforms like Instagram, Twitter, and YouTube.Through their active
engagement and content creation, influencers exert a significant influence on their audience.
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The impact of influencers on the consumer decision-making process can be divided into three
distinct stages: awareness, consideration, and decision. In the awareness stage, influencers
create content that introduces consumers to new products or services. They use their
platforms to showcase a product's features, benefits, and how it can be used. Influencers can
use their personal experiences with the product to help consumers understand the product
better.
In the consideration stage, influencers provide their followers with detailed reviews of the
product. They may use the product themselves and showcase how it has benefited them. This
stage is critical in the consumer decision-making process as it helps consumers understand
the product's strengths and weaknesses, helping them make informed purchasing decisions.
In the decision stage, influencers can use their platforms to provide exclusive discounts,
promotions, or giveaways, which can encourage consumers to make the final decision to
purchase the product. Influencers can also use their influence to create a sense of urgency or
scarcity, which can push consumers to take action and make a purchase.
Influencers possess the ability to introduce consumers to novel products, furnish them with
comprehensive reviews, and instill a sense of urgency or scarcity to spur their purchasing
decisions. As social media platforms continue to thrive, the influence wielded by influencers
is expected to further escalate in the coming years. Hence, it is imperative for brands to
establish collaborations with influencers, enabling them to expand their reach to a broader
audience and enhance their brand visibility.
Based on the concept elaborated by Khan (2007) in their book, Consumer Behavior and
Advertising Management, there are majorly five different stages of consumer choice making.
Figure 1.5 Buying Cycle

Source: Khan (2007)

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The author advocated that a rational consumer normally behave in these stages in
chronological order. A rational consumer is one who is not affected by his emotional
attachment while making purchase-related decisions.
1.14.1 Need Recognition
In the process of customer decision-making, need recognition is the very first stage that sets
the background for purchase-related decisions. Every action done by a customer is induced
by any physical or mental satisfaction. The product has the capacity to satisfy physical or
mental desires. Furthermore, the needs may be functional or psychologically active, and
marketers often try to satisfy emotional needs such as those that apply. Demand is obviously
a natural function, though, and for many practical goods there is a clear incentive that results
in the perception of demand.
1.14.2 Information Search
The search for information is also an inevitable step in the consumer decision-making
process. Once consumers know they need a good or service, they will want information. This
may be just that, using internal sources such as consumer memory, or working using external
sources such as advertising, magazine articles, family and friends. It has been suggested that
the size and depth of this search will depend on the type of purchase decision.
1.14.3 Evaluation of Alternatives
The second stage of a consumer's purchasing decision assists the customer in gathering all
relevant information. Now is the time to evaluate all the options available to him, which are
based on the information he has collected. How consumers evaluate a product or brand or that
of a service provider will depend on the relative importance of convenience, price, service,
and other factors such as environmental problems. As mentioned earlier, it is likely that the
buyer will easily choose to stay with an existing seller or service provider rather than go
through the inconvenience of changing it.
1.14.4 Purchase
Although the buyer has time to gather information and explore alternatives, this presents a
particular challenge for the seller: how to make sure that consumers act quickly to respond to
the information available to them? The consumer may have an edge over such selection as
she or he may not be the customer for ultimate payment.
1.14.5 Post Purchase Behavior
In any case, when the consumer has purchased the product, it always tries to evaluate the
purchase decision. If the consumer is found to be satisfied, he will make a repetitive
purchase. In case he makes a repetitive purchase, he seems to be getting proper satisfaction.
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In a nutshell, the following table presents the conceptual framework for the buyer's buying
decision and the underlying variables to it.
Table 1.1:Consumer Behavior: Conceptual Framework
Sr.No
Stage (Independent) Variables (Dependent)
.
1. Need Recognition Rituals, Festivals and Special Occasions
Information Search Friends and Relatives, Advertisement, Sales Representatives
2.
and Opinion Leaders
Evaluation of Product, Price, Point of delivery/Place of Sale, Promotion
3.
Alternatives andPackaging
4. Purchase Cash, Credit and Installment
Post Purchase Behavior Compare with another Product/Brand, Product Values
5.
andCollection of Feedbacks
Source: Khan (2007)

1.15 Statement of the Problem

The main aim of this study is to examine the role played by influencers in the distribution of
information and their influence on consumer cognition, behavior, and emotional processes,
with the ultimate objective of motivating consumers to make purchases. Influencer marketing
is a burgeoning and attractive advertising practice that continues to be regarded as a novel
trend within the marketing industry. Consequently, identifying the potential influencers and
influencer campaigns that impact consumer perception and purchasing decisions presents a
challenging task.
There are many social media applications; identifying the right social media application, right
influencer with appropriate content is very essential for digital marketing. The following
research not only offers suggestions for additional research in this field by academics but also
offers pertinent data that is distributed across a variety of age groups and genders. This
research will also assist us in identifying various relationships, challenges, and issues.
Additionally, it will assist in dispelling the myths that have been constructed by various
businesses.

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