Impact of influencer marketing on consumer preferences

Abstract

The objective of this report is to study the impact of influencer marketing on brand preference for various categories of brands. We aim to identify the categories of brands for which influencer marketing may prove to be more successful than other marketing tools. To understand this better, we have reviewed existing literature on influencer marketing and have further gathered primary data, through a questionnaire survey, to identify the impact of influencer marketing on consumers’ preferences. We have employed qualitative and quantitative analyses such as regression, t-test, descriptive statistics, etc. to arrive at results. Influencer marketing refers to leveraging prominent impactful personas, referred to as influencers, to market one’s product or service to their followers, who either look up to or relate to them. Influencer marketing is akin to social media marketing because influencers are generally in the digital sphere and are on the rise on various social media platforms such as Instagram, YouTube, Tik Tok, Facebook, etc.