The Impact of Influencer Marketing : A Strategic Perspective

Key Points

• Influencer marketing significantly affects customer purchase decisions in India, enhancing brand visibility.
• A detailed analysis shows that followers of influencers are more likely to make purchases based on their recommendations.
• The study utilizes insights from social media data to measure how influencer interactions lead to consumer engagement.
• This research highlights the need for brands to consider influencer marketing as a key strategy in their marketing plans.

Abstract