The impact and effectiveness of influencer marketing in India
Vasava, Hiral (2024)
Vasava, Hiral
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060420717
https://urn.fi/URN:NBN:fi:amk-2024060420717
Tiivistelmä
In today's digital world, influencer marketing has become a powerful tool for brands to connect with consumers on social media platforms. This thesis explores the dynamic landscape of influencer marketing, consumer behaviour, and attitudes within social media platforms.
The research employs qualitative research methods, including in-depth interviews with industry experts, influencers and customers (social media users). Key findings include the significance of authenticity and transparency in influencer marketing, how influencers affect the way consumers make choices, as well as how people feel about sponsored content.
The research provides valuable views for brands, marketers, and influencers looking to develop effective influencer marketing strategies. By prioritising authenticity and delivering genuine, relevant content, brands can effectively engage with their target audience and build trust and credibility within the digital landscape.
Overall, this thesis provides the current body of knowledge on influencer marketing and offers useful insights for managing the evolving dynamics of social media marketing. Further research in this field is encouraged to explore emerging trends and innovative strategies in influencer marketing.
The research employs qualitative research methods, including in-depth interviews with industry experts, influencers and customers (social media users). Key findings include the significance of authenticity and transparency in influencer marketing, how influencers affect the way consumers make choices, as well as how people feel about sponsored content.
The research provides valuable views for brands, marketers, and influencers looking to develop effective influencer marketing strategies. By prioritising authenticity and delivering genuine, relevant content, brands can effectively engage with their target audience and build trust and credibility within the digital landscape.
Overall, this thesis provides the current body of knowledge on influencer marketing and offers useful insights for managing the evolving dynamics of social media marketing. Further research in this field is encouraged to explore emerging trends and innovative strategies in influencer marketing.