IMPACT OF INFLUENCERS ON THE BUYING BEHAVIOUR AND ATTITUDE OF INDIVIDUALS

This study examines the impact of influencers on the attitude and the purchase intention of individuals towards the products endorsed and recommended by the influencers in the new era of social media marketing. This study strives to examine the relationship between the consumers perception towards the influencers and the effect of the same on their purchase intentions. A part of this study also deals in examining the effect of sponsored posts on the buying behaviour of the individuals. The study is carried out with the help of a questionnaire and by using a sample of 194 people in India. The study showed that there exists a positive relationship between the consumer perception about the influencer and their purchase decision. It was also found out that gender acts as a moderating variable between consumer attitude and purchase intention. However, it was also revealed that source credibility and sponsored posts do not have significant impact on the buying intentions of individuals.