The Impact Of Influencer Marketing On Consumer Buying Behaviour

Due to the growth of social media in consumers’ daily life, promotion of goods and services shifted from traditional advertisement to digital word of mouth in the form of Influencer Marketing. Influencer Marketing affects consumers’ psychology that creates an impression on customer’s mindset building a strong emotional connection with their audience to increase loyalty and purchase intent. This study presents a conceptual model describing the impact of influencer marketing by different types of influencers, consumer’s trust on influencers, impact on buying decision and purchasing pattern and decision making. This research employed judgemental sampling method on 104 respondents. The data was collected via questionnaire via online Google forms and analyzed using percentage analysis, Mean Likert Score and MS Excel for tabulation and calculation of data. The study gave recommendations to future researchers, industry, influencers and consumers.