Impact of influencer marketing on consumer perception among college students of Kasaragod, Keralam

Abstract

The rise in social media has brought about changes in the way businesses and customers relate to each other. Influencer marketing has emerged as one of the most effective ways to reach out to the correct audience for the business through internet celebrities. This study seeks to demonstrate the influence of influencer marketing on the audience's behaviour, perceptions, and attitude towards the brands. For this study, 100 students of the college staying in Kasaragod District were taken as a sample and approached personally for collecting information from primary sources. Information from secondary sources was collected from the relevant sources, literature, websites, and books. Analysis was done using percentile ranking, data visualization techniques, data representation in tabular form and the chi-square test. It has been observed that most of the respondents follow the influencers on Instagram and YouTube, ; the latter being visited mostly by them. From the chi-square analysis, it can be said that there is a relationship between influence marketing and consumer perception. Most of the respondents revealed that they get influenced by Instagram and YouTube while buying anything recommended by the influencer.