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@article{169531,
        author = {Livya Noronha},
        title = {A Study on how Influencer Marketing affects Consumer Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {6},
        pages = {1160-1162},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=169531},
        abstract = {Social media has turned from our regular prints and allowed jilting platform to a marketing space substantially led by influencers. Influencers, the bones who impact, hold a firm grasp on people, both through social media and through their content, views, studies, and oneness that they've to offer. These influencers are known to impact people especially the younger generations. We can mark them as a new form of marketing that works beyond traditional marketing and isn't limited to just dealing with a product, but broadens the horizon to erect a brand identity and creating a trusting relation between the followers, the brand, and the influencer.  As the number of people who use social media grow, so grows the number of influencers and so does the number of companies choosing to use influencer marketing. The compass is big, the followership is endless and the influencers are professionals at creating engaging marketing content that's a long- term investment for any company big or small. The objective of this paper is to bring to light the recent uproar of Influencer Marketing on social media and how it has had an impact on companies and on the followership’s purchase patterns.
The data for this paper has been taken through a small exploration check that has also been done on a sample size of 100 consumers to study the impact of influencer marketing on their purchase gestures and opinions.},
        keywords = {},
        month = {November},
        }