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@article{198432,
        author = {Samikshya Samal and Swagata Sharangi and Shareon Mathews and Anjali Rajkumar Rai},
        title = {A Study on the Impact of Influencer Marketing on Customer Perception and Buying Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {9895-9903},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198432},
        abstract = {With the rapid growth of digital platforms and social media usage, influencer marketing has evolved as a highly effective and influential marketing approach in the modern business environment. Unlike traditional forms of advertising, this strategy focuses on leveraging individuals with a strong online presence and the ability to influence the opinions and behaviours of their followers. This study aims to examine the overall impact of influencer marketing on customer perception, trust development, brand attitude, and purchase intention in the context of changing consumer behaviour.
The research particularly investigates how key attributes of influencers—such as credibility, expertise, attractiveness, relatability, and authenticity—affect consumer decision-making processes. It also explores how consumers interpret promotional content shared by influencers and how this content shapes their attitudes toward brands. The study adopts a mixed research approach by using both primary data, collected through structured questionnaires and consumer feedback, and secondary data sourced from academic journals, industry reports, and existing literature.
The findings of the study suggest that influencer marketing plays a significant role in enhancing brand visibility and influencing consumer perception in a more personalized and engaging manner. Consumers tend to place higher trust in influencers who appear genuine, transparent, and knowledgeable, which positively impacts their attitude toward the promoted brand. Furthermore, the emotional connection established between influencers and their audience contributes to stronger brand recall and increases the likelihood of purchase intention. However, the study also highlights that excessive or non-authentic promotions may reduce consumer trust and negatively impact brand image.
In conclusion, influencer marketing has become a powerful tool in shaping modern consumer behaviour by bridging the gap between brands and consumers through trust and relatability. The study emphasizes the importance of selecting the right influencers and maintaining authenticity in promotional strategies to achieve long-term marketing success. These insights are valuable for marketers, businesses, and researchers seeking to understand the evolving dynamics of digital marketing and consumer engagement.},
        keywords = {Influencer Marketing, Customer Perception, Buying Behaviour, Social Media Marketing, Brand Trust.},
        month = {April},
        }