Digital Persuasion: Measuring the Effectiveness of Influencer and Content Marketing on Indian Consumers

This paper investigates the effectiveness of influencer and content marketing in the context of Indian consumers. It highlights how digital persuasion strategies—especially influencer endorsements and personalized content—affect consumer behavior, trust, and brand loyalty. Based on mixed-method data collected from consumers and marketing professionals through surveys and secondary sources, the study finds that influencer marketing enhances relatability and authenticity, while content marketing promotes sustained engagement. AI-powered personalization further optimizes targeting and campaign outcomes. The findings suggest that successful digital persuasion requires a strategic combination of credible influencers, engaging content, and data-driven insights.