IJSSER

Title: Influencer Marketing an Emerging Marketing Trend: A Study of Consumers’ Awareness and Attitude
Authors: Dr. Pawan Kumar Maurya and Rachana Singh
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Dr. Pawan Kumar Maurya1 and Rachana Singh2 1. Assistant Professor, Department of Commerce, Pt. DDU Govt. P.G. College Rajajipuram, Lucknow 2. Research Scholar, Department of Commerce, University of Lucknow
MLA 8 Maurya, Dr. Pawan Kumar, and Rachana Singh. "Influencer Marketing an Emerging Marketing Trend: A Study of Consumers’ Awareness and Attitude." Int. j. of Social Science and Economic Research, vol. 9, no. 11, Nov. 2024, pp. 4907-4921, doi.org/10.46609/IJSSER.2024.v09i11.002. Accessed Nov. 2024. APA 6 Maurya, D., & Singh, R. (2024, November). Influencer Marketing an Emerging Marketing Trend: A Study of Consumers’ Awareness and Attitude. Int. j. of Social Science and Economic Research, 9(11), 4907-4921. Retrieved from https://doi.org/10.46609/IJSSER.2024.v09i11.002 Chicago Maurya, Dr. Pawan Kumar, and Rachana Singh. "Influencer Marketing an Emerging Marketing Trend: A Study of Consumers’ Awareness and Attitude." Int. j. of Social Science and Economic Research 9, no. 11 (November 2024), 4907-4921. Accessed November, 2024. https://doi.org/10.46609/IJSSER.2024.v09i11.002.
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ABSTRACT: The most interesting consequence of the explosion of technology and its easy availability is the disruption of the market and marketing practices. When it comes to acquiring new clients online, influencer marketing is one of the strategies with the quickest growth. Influencers have emerged as a crucial business channel in India, helping brands establish genuine relationships with their audience. They have a significant impact on product research and consumer purchasing decisions. Internet users are growing so marketing based on Internet and technology is also becoming popular and successful. Influencer marketing helps marketers to find the right audience at the right time by using social media platforms. Many industries like- Food, Fashion, Healthcare, Hospitality, etc are using influencer marketing as promotional tool. It is important to understand consumers’ views about this marketing style. The purpose of this research paper is to study the awareness level among consumer and the attitude of consumer towards influencer marketing. It will help to understand the effectiveness of influencer marketing for promoting products and services. The study is based on primary data which have been collected through a structured questionnaire using Google forms. Secondary data has also been used to study the concept and scope of influencer marketing. The study reveals that most of the consumers are aware about influencer marketing and the majority of consumers perceive this marketing approach favorably. They follow influencers for meaningful content and believe influencers provide quick, easy and updated information.

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