Power of Influencer Marketing as a Modern Marketing Tool

Abstract

Background: Influencer marketing is a new marketing tool that has been widely used in the field of marketing in recent years. In this modern day and age, information travels rapidly, and marketers are able to interact much more closely with the consumer now that social media influencers are a useful marketing tool.

Objective: This study aims to analyze the use, effectiveness, and future power of influencer marketing as a modern marketing tool.

Methods: The study employs a mixed-methods research design quantitative approaches to comprehensively understand the impact of social media influencers on consumer behaviour. The methodology comprises two main data sources: secondary data from existing literature and primary data collected through a structured questionnaire. The primary data was collected using a questionnaire designed to capture respondents' demographic and psychographic information. The secondary data were collected from the existing literature, and the final sample consisted of 150 individuals who completed the questionnaire.

Results: The results indicate a diverse demographic profile among respondents, with a notable prevalence of Social Media Engagement and varying degrees of influence from Social Media Influencers on purchasing decisions.

Conclusion: The study highlights the critical dynamics between sociodemographic factors, social media usage, and consumer behaviour in influencer marketing. Influencers are pivotal in shaping consumer preferences, but traditional influences still hold importance. Future research is needed on consumer trust and scepticism towards influencers and the role of social media across demographics. Such understanding is crucial for effective influencer marketing.