THE IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHASING DECISIONS - A SURVEY BASED ANALYSIS
Keywords:
Influencer Marketing, Social Media, Reviews , Ratings, Consumer LifestyleAbstract
Since the introduction of social networking sites (SNS) and their widespread adoption by the world's population, the internet has become significantly more personal. Social networking websites have drawn millions of users ever since they were first introduced, and a significant number of these people utilize these sites on a daily basis. An excessive amount of its use can have an effect on the physical health of those who use it. As a result of their capacity to facilitate the collaboration of virtual communication and to provide an environment for mutual sharing and interaction, social media has accelerated the growth of human interaction in modern times to a degree that has never been seen before. This new media has garnered the attention of both organizations and individuals. As a result of the widespread use of social media platforms for advertising purposes by corporations all over the world, a significant number of corporations today have official Facebook pages, Twitter accounts, and corporate blogs. According to all of these scientific findings, social media has developed into an essential component of the daily lives of consumers as well as the operations of corporate organizations in the present day. The goal of the study is also to provide insights into the use of social networking sites by consumers of all generations, particularly teens, and how these sites influence their purchasing decisions.
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Copyright (c) 2024 Sarathsimha Bhattaru, G. Suvarsha (Author)
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