International Journal of Commerce and Management Research

International Journal of Commerce and Management Research


International Journal of Commerce and Management Research
International Journal of Commerce and Management Research
Vol. 7, Issue 4 (2021)

Role of social media influencers’ in consumer buying behaviour: A study with reference to Kottayam town


Sarina Thomas

Social media has become part and parcel of our life. Browsing between different apps has become a day to day routine, whether if we are aware of it or not. Traackr defines Influencer marketing as the process of identifying, researching, engaging and supporting the people who create high-impact conversations with customers about your brand, products or services. When people are continuously following posts of a person they love, automatically they notice or get interested in the stuff the influencer promotes. Even without them knowing the brand gets stuck in their minds. The present study is focused on the research gap of impact of Social media influencers towards consumers buying behaviour among consumers in Kottayam Town. The primary objective is i) To analyse the impact of social influencers on consumer purchase intentions objective is to ii) To identify the platforms that attract consumers about influencer marketing iii) To analyse the perception of consumers towards influencer marketing.
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How to cite this article:
Sarina Thomas. Role of social media influencers’ in consumer buying behaviour: A study with reference to Kottayam town. International Journal of Commerce and Management Research, Volume 7, Issue 4, 2021, Pages 15-18
International Journal of Commerce and Management Research International Journal of Commerce and Management Research