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@article{174393,
        author = {SANJAY KRISHNA and LEEJIA GEORGE},
        title = {THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOR IN WAYANAD, KERALA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {4044-4046},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174393},
        abstract = {Influencer marketing has become a crucial strategy in digital marketing, shaping consumer preferences and purchasing decisions. This research explores the impact of influencer marketing in Wayanad, Kerala, focusing on customer behaviour, brand perception, and business effectiveness. The study utilizes primary and secondary data, incorporating survey responses from consumers and business owners across four blocks of Wayanad. Findings indicate that local influencers have a stronger impact on consumer trust than national influencers, though challenges such as digital literacy and measuring effectiveness remain significant.},
        keywords = {Influencer Marketing, Consumer Behaviour, Digital Marketing, Brand Perception, Wayanad},
        month = {March},
        }