A Study on the Effect of Influencer Marketing...

A Study on the Effect of Influencer Marketing on Consumer Behaviour

Author Name : Mr. Swamidoss Pauldurai, Dr. Moli Ghosh

ABSTRACT Social networking websites have attracted millions of users, with many people engaging with these platforms daily. Excessive use of these sites can negatively impact users physical and mental health. This new form of media has captured the attention of both organizations and individuals alike. Due to the widespread use of social media platforms for advertising by corporations worldwide, many companies now maintain official Facebook pages, Twitter accounts, Instagram profiles, and corporate blogs. Based on various scientific studies, social media has become an integral part of consumers daily lives and the operations of corporate organizations. This study aims to provide insights into how consumers of all generations, especially teenagers, use social networking sites and how these platforms influence their purchasing decisions. It will also examine how social media trends, influencer marketing, and peer recommendations shape consumer behaviour and preferences across different demographic groups. Additionally, this study will explore the role of targeted advertising on social media platforms and its effectiveness in driving consumer engagement and conversions. Furthermore, it will assess the potential risks of over-reliance on social media for both consumers and businesses, including issues of privacy, misinformation, and digital addiction.