A Study on “Impact of social media influencer: marketing on consumer purchase behavior in the context of the Indian audio brand BOAT”

A Study on “Impact of social media influencer: marketing on consumer purchase behavior in the context of the Indian audio brand BOAT”

Mr. MANDEEP SINGH, Dr. S. Maria Antony Raj, Mr. Deepak Kuntal

1.                   MBA(Marketing). NIMS University. Jaipur, India

2.   Assistant Professor, NIMS University. Jaipur, India

3.   MBA(Finance). NIMS University. Jaipur, India

E-Mail: - 1. mandeepsingh1official@gmail.com , 2. antonytony1976@gmail.com ,

3. deepakchoudhary7891873438@gmail.com

ABSTRACT:

The study aims to examine the effect of social media influencer marketing on consumer purchase behaviour with a case study of an Indian audio brand BOAT. This study intends to figure out HOW factors such as influencer credibility, authenticity, and engagement lead to the decision-making process of consumers. The research utilizes a mixed-method framework using quantitative surveys and qualitative content analysis and reveals specific trends and relationships. The results show that influencers judged to be more authentic and credible have a positive impact on consumer trust and purchase intentions. It helps to attract even more attention and increase the value of your brand and drive higher sales with engaging content. The research adds to the existing waterfall of academic literature on influencer marketing and provides a hands-on guide for brands when refining their marketing strategy on (fast-evolving) social media platforms.

KEYWORDS: Social Media Influencer Marketing, Consumer Purchase Behaviour, Influencer Credibility, Influencer Authenticity, Influencer Engagement, Brand Perception, Marketing Strategies, BOAT (Indian Audio Brand), Mixed-Method Approach, Quantitative Surveys, Qualitative Content Analysis, Consumer Trust, Brand Engagement, Sales Performance, Social Media Platforms