Effect of Social Media Influencer Marketing on Consumer Buying Behaviour in Chennai

Abstract

Purpose: The present study is an attempt to identify the primary social media platforms affecting the buying decisions of customers and to evaluate the effect of influencer marketing on consumer buying behaviour in Chennai District.
Design: The study is based on the primary data obtained by structured questionnaire from 230 respondents in the North, East, West and South zones of Chennai District using descriptive research design. The data was analyzed by using percentage analysis, frequency analysis, chi square test and ranking analysis to find out the association of social media platforms and customer purchase decisions.
Findings: The results show that Instagram is the most watched platform at 29 per cent, followed by Facebook at 23 per cent and YouTube at 21 per cent. Influencer knowledge, attractive content, reactions, reviews boost consumer confidence, trust, perception of product and brand choice.