Impact of social media influencers on consumer behaviour

Abstract

When it comes to the marketing of the products, influencers have the choice of disclosure. Studies show an increasing trend of consumers trusting influencers who disclose the endorsed products to that of non-disclosure. Similarly, the influencers have a parasocial bonding with that of their followers either through the congruence of products or the audience group they appeal to. This is especially true in industries like fashion, food, and beauty, where we can observe organizations’ increased expenditure for online promotional activities – an area of growing interest. Hence, it is essential to understand the effectiveness of influencer marketing for the firms to decide on their marketing strategy.