THE IMPACT OF INSTAGRAM INFLUENCERS ON CONSUMER PURCHASING BEHAVIOUR IN CHENNAI

THE IMPACT OF INSTAGRAM INFLUENCERS ON CONSUMER PURCHASING BEHAVIOUR IN CHENNAI

Mrs. Radhika J - M.Com., CA (Inter)., NET.,(Ph.D) (Assistant Professor, Department of Commerce -B.Com & M.Com, Sri Krishna Arts and Science College, Coimbatore)

Aravinth.C (II M.Com, Department of Commerce – B.Com & M.Com, Sri Krishna Arts and Science College, Coimbatore )

Subhitsha.C (II M.Com, Department of Commerce – B.Com & M.Com, Sri Krishna Arts and Science College, Coimbatore)

INTRODUCTION:

          Marketing refers to activities a company undertakes to promote the buying or selling of a product, service, or good. It is one of the primary components of business management and commerce Marketers can direct their product to other businesses (B2B marketing) or directly to consumers (B2C marketing). Regardless of who is being marketed to, several factors apply, including the perspective the marketers will use. Known as market orientations, they determine how marketers will approach the planning stage of marketing. The marketing mix, which outlines the specifics of the product and how it will be sold, is affected by the environment surrounding the product, the results of marketing research and market research and the characteristics of the product's target market. Once these factors are determined, marketers must then decide what methods will be used to promote the product, including use of coupons and other price inducements. The term marketing, what is commonly known as attracting customers, incorporates knowledge gained by studying the management of exchange relationships and is the business process of identifying, anticipating and satisfying customers' needs and wants