Study Of The Effectiveness Of Influencer Marketing On Consumer Behavior

Exploring the Efficacy and Ethical Dimensions of Influencer Marketing Strategies

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A Study Of The Effectiveness Of Influencer Marketing On Consumer Behavior Assignment

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Chapter 1: Introduction

Talk about the topic

Celebrity endorsement has become an increasingly common method for brand names to communicate with their target group in latest years. Innovator marketing is the method of selling goods or services by partnering with social media influencers who have a big and committed following. But really how efficacious is viral marketing in shifting consumers?

According to the research, the influencer market has a huge impact on the behavior of consumers. According to an Influencers Hub survey, 63% concluded that the prevalence of advertiser suggestions more often than traditional advertising channels (Lee, and Kim, 2020). This is because users recognize influencers to be genuine and likable, and people believe they possess about their greatest interests in mind.

Rationale of the study

It is important to study the effectiveness of influencer marketing on the behaviour of consumers for some reasons:

  • To understand how marketing is affected by authenticity
  • To understand the effect of social media on the behaviour of consumer
  • To analyse the best practices for influencer advertising
  • To enable brands to make informed marketing decisions
  • To notify future social media and marketing research

Purpose of the research


The main aim of this research is to analyse the impact of influencer marketing on consumer behaviour


  • To examine whether social media marketing influences client buying behaviour.
  • To examine how influencer marketing influences consumers' purchases and behaviours.
  • Recognize the issues that contribute to influencer marketing campaign success or failure.

Research Questions:

  • What is the effect of influencer marketing on the behaviour of consumers towards the brands?
  • How much does social media marketing impacts the client’s procurement intentions and attitudes?
  • What are the major factors which work for the success or failure of influencer marketing campaigns?

Chapter 2: Literature Review

According to Chopra, Avhad, and Jaju, 2021 in the latest days, content marketing has grown to be a prevalent business strategy as brands seek to connect with their intended demographic through social media influencers with sizable and committed ones that follow. This part of the study will offer a summary of the existing research on the efficiency of advertiser advertising on consumer behavior. Several investigations into the effect of advertiser marketing on customer behaviour have found that this may be a highly effective approach for generating revenue and improving awareness of the brand. According to a Chetioui, Benlafqih, and Lebdaoui, 2020 study, 39% of marketing firms survey conducted were thinking about raising their advertiser marketing spend in 2021, and 57% said marketing strategy was more successful than other kinds of sales promotion. Users believe in influencer marketing and regard them as trustworthy authoritative sources of knowledge, which is one of the causes why celebrity endorsement can be efficacious. According to a study conducted by ­­­­­­ De Veirman, Hudders, and Nelson, 2019, 63% concluded that the prevalence of bloggers is more than traditional marketing, and 58% have purchased something predicated on an advertiser suggestion.

Endorsers can help companies obtain targeted marketing spectators in addition to fostering trust. Tastemakers generally have a narrow topic or specialization in which they positively that are also engaged. This implies that businesses can collaborate with tastemakers whose audiences are similar to their target audience, making sure that one‘s target markets are seen by the correct individuals. According to a Vrontis, and, 2021 study, a marketing strategy can yield 11 times the ROI of traditional forms of advertising. When it arrives to influencers, there are some difficulties and possible risks to be cognizant of. Sincerity and clarity in advertiser partnering are the primary obstacles. Customers are growing increasingly skeptical of paid posts, and bloggers have been chastised for selling merchandise without revealing their financial connection to the company. This can cause adherents to lose confidence as well as credibility.

Some research has suggested best practices for influencers to tackle these obstacles (Argyris, and, 2020). According to a study conducted by Influencer Marketing Hub, manufacturers should select bloggers whose beliefs and hobbies align with their own, and work collaboratively with thought leaders to skills, and elevate materials that connect with their viewing public. The survey also advises brands to know this information by revealing paid posts and trying to follow directions. In conclusion, a study indicates that content marketing may represent an efficient method for trying to drive buyer behavior, yet it comes with obstacles or possible perils. Brand names can use influencer marketing to reach the people they want and accomplish their sales objectives by collaborating with the right content and adhering to guiding principles for validity and clarity.

Chapter 3: Research Methods and Methodology

What research philosophy and why?

Interpretivism is a research philosophy that can be used for a subjective inquiry into the efficacy of entrepreneur advertising on customer behavior. It allows investigators to get a more thorough grasp of humans' personal perception in a specific social setting as well as to investigate the subtleties of customer behavior against marketing strategy (Martínez-López, and, 2020).

What research paradigm and why?

In this, the constructivist paradigm is considered as a suitable research approach for this study for understanding the effectiveness of influencer marketing on the behavior of consumers. It helps the researchers to manage the perceptions of consumers and their attitudes toward the marketing strategy. Thus, it helps to gain insights into the effectiveness of the target and engage the consumers with the help of influencer marketing.

What research approach and why?

In-depth focus group discussions and interviews, for example, may be utilized to obtain rich, comprehensive information regarding customer preconceptions, behaviors, but also personal stories with influencer marketing (Weismueller, and, 2020). This approach enables investigators to examine attendees' individual feelings as well as the contexts of culture and society wherein they socialize with influencer marketing.

What research methodology and why?

Qualitative data can assist with clarifying any developments or patterns discovered during the literature review by providing information about the fundamental behaviors, opinions, and possible motives that keep driving customer behavior to influencer marketing (Berne-Manero, and Marzo-Navarro, 2020.).

What research strategy and why?

A case investigation is an investigation strategy that's suitable for conducting a qualitative inquiry into the efficacy of influencer advertising on customer behavior. A case research study may assist investigators to attain a rather more nuanced grasp on the effect of this advertising strategy on consumers when going to study its efficiency of entrepreneur marketing in influencing consumer behavior.

Sampling methods and why

Purposive or semi-sampling methods, such as random selection, snowballing, or maximum variation sample selection, can be used in the study. These processes permit the researcher to choose people involved according to particular requirements such as time of life, gender, or environmental exposures to content marketing, resulting in a more varied and reflective population for the research (Breves, and, 2019).

Data collection methods/tools

Focus Group: Focus groups may be employed to learn about buyers' interactions of influencer marketers, behaviors towards it, and also the effect it currently has on one‘s actions.

Ways of interpreting data/How are you going to interpret data?

Explanation-building: Using the data collected, researchers can construct descriptions of the procedures and systems that impact customer actions in relation to blogger marketing content. They could really, for instance, determine the variables that affect consumer interest with entrepreneur marketers, as well as the implications they have on their purchase behavior.

Time prospects of the research (Gantt chart)

Activity Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Identify research area
Formulate research questions
Write research proposal
Literature Review
Data Collection
Data Analysis
Analysis and Explanation
Conclusions and Recommendations

Ethical consideration of the research

  • Informed consent: All those participating in the research, along with buyers, tastemakers, and salespeople, must provide written consent.
  • Confidentiality and privacy: Investigators have to guarantee that all information received is remain secret and is not revealed to any unauthorized people or organizations.
  • Especially vulnerable protection: Researchers must ensure that disadvantaged people, such as young kids and those who have disabilities, are not harmed or manipulated within the study.
  • Appropriate data use: Investigators must only use data gathered during the investigation for humanitarian purposes, like analyzing and presenting the results, rather than for a different purpose which may damage or contravene the attendees' entitlement (Berne-Manero, and Marzo-Navarro, 2020).
  • Conflicts of curiosity: Investigators must reveal each and every possible bias, such as financial or personal preferences, that could actually influence this same study and its conclusions.
  • Ethical findings reporting: Researchers should indeed document the original study precisely, impartially, and even without prejudices.


From the above study, it can be concluded that the research proposal helps to understand the effectiveness of influencer marketing on consumer behavior. Further, the study provides an understanding of using various research methodologies for the study and provides vast knowledge. It will be considered an important part of the understanding and the research method gives clear ideas for using the techniques in the research. The literature review helps to understand the various objectives of the study and enhances the ideas.


Argyris, Y.A., Wang, Z., Kim, Y. and Yin, Z., 2020. The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on Instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112, p.106443.

Berne-Manero, C. and Marzo-Navarro, M., 2020. Exploring how influencer and relationship marketing serve corporate sustainability. Sustainability, 12(11), p.4392.

Breves, P.L., Liebers, N., Abt, M. and Kunze, A., 2019. The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), pp.440-454.

Chetioui, Y., Benlafqih, H. and Lebdaoui, H., 2020. How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), pp.361-380.

Chopra, A., Avhad, V. and Jaju, A.S., 2021. Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), pp.77-91.

De Veirman, M., Hudders, L. and Nelson, M.R., 2019. What is influencer marketing and how does it target children? A review and direction for future research. Frontiers in psychology, 10, p.2685.

Lee, S. and Kim, E., 2020. Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), pp.232-249.

Martínez-López, F.J., Anaya-Sánchez, R., Fernández Giordano, M. and Lopez-Lopez, D., 2020. Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), pp.579-607.

Vrontis, D., Makrides, A., Christofi, M. and Thrassou, A., 2021. Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), pp.617-644.

Weismueller, J., Harrigan, P., Wang, S. and Soutar, G.N., 2020. Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal, 28(4), pp.160-170.

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