A Study of Impact of Influencer Marketing On Buying Behaviour of Customers across Different Generations

Recent marketing trends indicate the rise of influencers as an extension of word of mouth campaigns. The aim of this paper is to present a thorough overview on influencer marketing challenges, opportunities and ascertain the comparative impact of influencer marketing on buying behaviour of customers across different generations. With this paper we want to find out how effective influencers are in attracting prospective customers and stimulating them for purchase thus determining the overall effectiveness of an influence in promoting a brand. To meet the purpose of this study, primary research conducted responses from 250 respondents was collected by means of an online survey. For statistical processing of the results T-test of Independent Sample and One-way ANOVA was conducted and the output of the tests proved that there is a considerable difference in the impact of influencer marketing on the buying behaviour of customers across different generations.