The Impact of Digital Marketing on Consumer Behaviour and the Rise of Influencer Marketing

The Impact of Digital Marketing on Consumer Behaviour and the Rise of Influencer Marketing

Harsha Zanjage, Meghna Brajesh,  Rajanandinee Gaikwad,  Nuvera Koonthily,  Divanshi Maheshwari

Guide: Dr. Mukund Madhav Tripathi

BBA

Abstract

This study explains the marketing issues that are being caused in a very detailed way due to the fast change of consumers behaviour having in mind the huge increase of influencer marketing. Through a thorough research and comparison between traditional and influencer marketing, the efficiency of influencers marketing is analysed in this paper; This is done by considering the context of comparison and offering insights from the industry.

By means of this work, we consider how consumer decisions are shaped and influenced at the hands of influencer marketing, resulting in an overview of the role of influencers as well as the expectations of buyers and their buying preferences. We determine various ways develops consumer behaviour between industries and different social layers by means of examining old examples and first-hand impression of customers.

Taking into account everything mentioned above, our study enables us to better realize that digital marketing is a very powerful tool and it (is) of wide use among the consumers. Influencer marketing is brought to the forefront here and underlined as one of the main components of today’s modern advertising methods. A report suggests that influencer marketing is an innovative way to grab the attention of the audience and engage and ultimately bring in the success to the brands in the digital space by pointing out the crucial facts and approaches.

Through the course of this study we will address the issues related to influencer marketing being contributing to social comparison as well as trust-building among peers. For instance, the influence of an expert in the health field flows from their established credibility and conviction with their followers by serving as a source of credible and relatable advice within their general interest. Influencer's attitude to issues of the world, their personal experience, and the information they relay help build confidence around the sale of their services or products. In addition, in addition to social testimonials, which often provide social framework on which people create judgement about products they buy, influencer recommendations can act as the main persuader for this generation. From customers' point of view, the decision magnitude, and the perceived value of the final provider is strengthened when the influencers – who are known widely – relay their support over the goods and services, which in turn increases engagement and encourages the purchasing action.

Furthermore, various forms of audience engagement with the influencer marketing activites are highlighted in this research. Brand communication with leaders who are influential is known as influencer marketing, through which organizations can effectively cooperate with relevant influencers to attract the specific segment of the population, though typical advertisements find it difficult to interact with certain demographic groups. Brands have a great opportunity to connect with the most relevant customers by teaming up with influencers whose groups of audience are within the same demographic of the brands market segment they are targeting. Firstly, the focused strategy will not only increase the marketing effectiveness but also will ensure that strong connections are developed with customers, thus a steady rise in brand loyalty and lengthy customer relationships will ensue.

Keywords

Digital marketing, Trust Building, Purchase Decisions, Influencer Recommendations, Social Validation, Online portals, Consumer behaviour, Target Audience Engagement