Title: Influencer marketing - an instrument to proliferation of the digital occurrence

Authors: Bhuvanesh Kumar Sharma; Vimal Kamleshkumar Bhatt; Lokesh Arora

Addresses: Symbiosis Institute of Business Management, Pune, Symbiosis International (Deemed University), Lavale, Mulshi, Pune, 412115, India ' Symbiosis Institute of Business Management, Pune, Symbiosis International (Deemed University), Lavale, Mulshi, Pune, 412115, India ' Sai Balaji Education Society, IIMS, Pune, India

Abstract: Influencer marketing received prominence as a mighty device for brands to connect with consumers because of the high belief aspect that social influencers shared with their audiences. The purposes of this research are to find out consumer preference for particular social media channels for influencing marketing, what would be the right run time and the influence of influencing marketing on creating purchase intent to the consumers. The outcome of this research suggested that influencer marketing is very effective among youngsters and YouTube is the most preferred social media channel to get influences. The study suggested that the organisations able to develop trust in users through influencer marketing and evening after 7 PM is the most preferred time when users are most active on social media and to get influenced. Further, the study also suggested that influencing marketing is more effective in creating purchase intent among young consumers.

Keywords: influencer marketing; social media; purchase intention; consumers; trust.

DOI: 10.1504/IJENM.2021.119662

International Journal of Enterprise Network Management, 2021 Vol.12 No.4, pp.340 - 357

Received: 16 Oct 2019
Accepted: 28 Feb 2020
Published online: 14 Dec 2021 *

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