PROJECT REPORT ON

‘IMPACT OF INFLUENCER MARKETING ON

CONSUMERS’ (FASHION AND FITNESS)

BACHELOR OF MANAGEMENT STUDIES

SEMESTER VI

SUBMITTED BY
TINA ANAND DABADE SEAT NO : M.19.35

ACADAMIC YEAR : 2021 -2022

SIES (NERUL) COLLEGE OF ARTS SCIENCE

AND COMMERCE

SRI CHANDRASEKARENDRA SARASWATI

VIDYAPURAM ,PLOT I -C , SECTOR V, NERUL ,
MAHARASHTRA 400706
 CERTIFICATE

This is to certify that TINA ANAND DABADE , M.19.35.

of Third year B.M.S., semester VI (2021 – 2022 ) has
successfully completed the project on “ IMPACT OF
INFLUENCER MARKETING ON CONSUMERS”
(FASHION AND FITNESS) .
Under the guidance of ANANYA GON .

PROF. ANANYA DR. KOEL ROY

GON CHOUDHARY
Head of Principal
Department

PROF. NAME EXTERNAL EXAMINER

Project guide /
Internal examiner
 ACKNOWLEDGEMENT
To list who all have helped me is difficult because they
are so numerous and the depth is so enormous .
I would like to acknowledge the following as being
idealistic channels and fresh dimensions in the
completion of this project .
I take this opportunity to thank the UNIVERSITY OF
MUMBAI for giving me chance to do this project
I would like to thank my principal DR .KOEL
ROYCHOUDHURY for providing the necessary facilities
required for completion of this project .
I take this opportunity to thank our coordinator
PROF.ANANYA GON for her moral support and
guidance .
I would also like to express my sincere gratitude towards
my project guide PROF . ANANYA GON whose
guidance and care made the project successful.
I would like to thank my college library , for having
provided various reference books and magazines
related to my project .
Lastly , I would like to thank each and every person who
directly or indirectly helped me in the completion of the
project especially my parents and peers who supported
me throughout my project
 DECLARATION
I TINA ANAND DABADE the student of T.Y.B.M.S.
Semester VI (2021-2022) hereby declare that I have
completed the project on “ IMPACT OF INFLUENCER
MARKETING ON CONSUMERS (FASHION AND
FITNESS )”.
The information submitted is true and original to the best
of my knowledge

(signature of student )
TINA ANAND DABADE
Seat no M.19.35

SIES (NERUL) COLLEGE OF ARTS SCIENCE AND

COMMERCE NERUL ,NAVI MUMBAI ,400706
 TABLE OF CONTENTS
1 title i
2 certificate ii
3 Acknowledgement iii
4 Table of content iv
5 Table of content v
6 List of figures vi
7 abstract vii
8 abbreviation viii
 TABLE OF CONTENTS
Chapter Content Page no
Chapter 1 Introduction 1
1.2 Overview 1
1.3 Significance of study 1
1.4 Limitation of study 2
1.5 Objectives of study 3
1.6 Hypothesis 3
1.7 Conceptual framework 4
1.8 Brief overview 5

Chapter 2 Literature overview 9

Chapter 3 Research methodology 33
3.1 About the research 34
3.2 Type of research 34
3.3 Nature of research 35
design
3.4 Type of data 35
3.5 Sample size 36

3.6 Sample frame 36

3.7 Research instruments 59

Chapter 4 Data analysis and 37
interpretation
Chapter 5 Conclusion 52
Annexure 1 – 60
questionnaire
Annexure 2 – 64
plagiarism report
List of reference Bibliography 59
 LIST OF FIGURES
Sr no Contents Page no
1 Figure 1 37
2 Figure 2 38
3 Figure 3 39
4 Figure 4 40
5 Figure 5 41
6 Figure 6 42
7 Figure 7 43
8 Figure 8 44
9 Figure 9 45
10 Figure 10 46
11 Figure 11 47

12 Figure 12 48
ABSTRACT
There has been a drastic change in various marketing
strategies right from the start of the year2011, in the
year 2010 Instagram was released as a social
networking application for iOS user soon in the year
2012 Instagram was also released and made available
for android users.
Today in 2021 one can actually say instagram is one of
the best tools to promote and start your own business
one can promote their businesses in many ways For eg.
Instagram has many inbuilt tools which help a user to
market his product or service and this helps the user to
establish his customer base, which in return helps the
user to spread awareness about his business or the
service that he is providing to his potential customers.
Back then In the early 2000’s digital marketing and any
sort of online marketing other than the television and
radio did not exist.
However in today’s time the online marketing industry is
blooming , the Current COVID 19 pandemic had any
negative effects.
However the pandemic has helped boost online
marketing and various digital media platforms as there
are no restrictions compared on carrying out online
marketing as compared to traditional methods of
marketing.
Thus In this research we will be going in depth about
one of the most used method of marketing on Instagram
which is known as Influencer Marketing. marketing is
one of the most trending types of marketing strategy
which is successful in
captivating the mind of the customer.
This is because of its personal touch marketing persona
where the consumer is quite connected
to the influencer he or she follows on Instagram.
This project report will help one understand how
consumers are effected by influencer marketing
CHAPTER 1
 INTRODUCTION
Overview
This research is a in depth study on the various factors and
characteristics about Influencer marketing and how it impacts
the purchasing decisions of the youth of Mumbai between the
ages of 15 to 25 years old. We shall study about the various
factors that trigger the consumers to make purchases w.r.t. the
influencers or the celebrities they follow on the Instagram
platform. In today’s world influencers play a very important role
when it comes to marketing of products and services and this is
what is called influencer marketing.

Significance of study
In this research study we will study in detail about various types
of influencers and how consumers can be easily sold products
and services based on which influencers They follow. Various
factors come into the picture such as the extent to which a
person follows or is inclined or blindly trusts the influencers or
the celebrity he/she follow. When a person is influenced by
someone they begin to place their trust in them as they start
looking up to them as their very own idols thus influencer
marketing can also be said to be emotional marketing because
the products and services are bought by the customers after
they have been promoted by the2ir favorite influencer or
celebrity.

Limitation of the study

1
The various factors the persuade the customer the make
purchase because of their favorite influencers are as 2follows
The first and most important aspect being the trust factor only is
the consumers trust their influencers they will get influenced to
buy things Then one of the most important factor Is various
coupon and special discounts which their influencers provide
them with Lastly the need for some exclusive products which
can be only fulfilled with the help of exclusive marketing which
is carried out by specific influencers .The types of influencers
can be divided into various segments
A - Fashion influencers.
B - Fitness influencers
C - Educational influencers
D - Recreational influencers
E - Tech influencers
F - Business influencers
G - Political influencers
H – Travel influencers
Thus as mentioned above is a list of various kinds of
influencers who specialize in their respective fields , as they are
well renowned in their fields and they also possess a charming
personality they are followed by millions and many consumers
actually follow and look to them as their idols as they are the
best in their own fields. We shall study about all of these types
of influencers in detail and also study how they impact the
purchase decision of the consumers

2
OBJECTIVES OF THE RESEARCH STUDY
• To find out what factors trigger the customer to make a
purchase of a product or service w.r.t influencer marketing.
• To find out if traditional marketing is more informative than
influencer marketing.
• To know if the product delivered is as per the expectations of
the customer
• To find out if customers actually purchase products if they are
promoted or owned by their favorite influencers
HYPOTHESIS OF THE RESEARCH STUDY
Statement 1. Impact of influencer marketing on purchase
behavior of the customer
H1- The customer makes a purchase after viewing a product or
service promoted by his/her favorite influencer
H0 – The customer doesn’t not make a purchase after viewing
a product or service promoted by his/her favorite influencer
Statement 2. Comparative study between traditional and
influencer marketing w.r.t how informative the advertisements
H1 – Influencer marketing is more informative compared to
traditional marketing
H0 – Influencer marketing is not as informative as traditional
marketing
Statement 3. Expectation of the customer w.r.t. product seen in
promotion and when delivered
H1 – The product in the promotion is as per the expectation of
the customer.
– The product in the promotion is not as per the expectation of
the customer when delivered
3
Statement 4. To know if the customer actually purchased the
product after view

CONCEPTUAL FRAMEWORK

SPECIAL DISCOUNT
COUPONS CELEBRITY BRAND

TRUST

Factors triggering
purchase on
instagram

INFLUENCER
MARKETING
EXCLUSIVE
MARKETING

4
In recent years, influencer marketing has become new strategy
for brands looking to expand their reach, increase brand
awareness, and boost conversions. In fact, ashocking 93% of
marketers are now into influencer marketing. And this tactic has
proven to be so effective that, in 2020, 69.8% of marketers
decide to their influencer marketing budget.
How did we get here?
When you give some thought to it, the concept of influencer
marketing has been around fo extended than many folks can
recall. Before there was social media, people relied on what
they saw in print ads, radio, and tv for product
recommendations. But even the earliest marketers worked out
that featuring influential people in their ads could sway the
purchasing decisions of consumers. Today, we’ll rehearse a
quick history of influencer marketing and discuss what lies
ahead as we prepare to navigate the ever-changing social
media landscape.
The Road to Modern Influencer Marketing
The Pioneers
soon after Starting as early because the 18th century,
marketers have leveraged the ability of influential people. Potter
was a British potter whose cream coloured artwork got the
approval of Queen Charlotte within the. 1765 — even earning
him the official title of “Her Majesty’s Potter.” Knowing that the
Queen was the last word influencer at the time, Wedgwood
lged his new status and promoted his pottery as
“Queensware,”the world’s first luxury brand. The royal
endorsement catalysed his brand, as people started flocking to
his business and clamouring for his work.
Fictional Characters
The next era brought in an exceedingly. wave of fictional
5 5
foremost famous example is Coca Cola’s popularisation of
Father Christmas in 1932.To drive beverage sales at the peak
Of the good Depression ,coke used the jolly image of patron
saint to convey cheer during an otherwise miserable time,
refocusing their target market and
Source: Coca-Cola
Even decades later within the 1970’s, brands conjured up
fictitious characters like Quaker Oats’ “Little Mikey” so as to
sway consumers’ decisions. Within the brand’s famous
commercial titled “Mikey Likes It,” a hard-to-please boy named
Mikey is shown enjoying Quaker Oats’ Life cereal. The brand
wanted their target market. to relate to the boy and think: if
Mikey likes it, I’ll prefer it. The ad was so lovely and rewarding
that it won a Clio Award in 1974.
Celebrity Endorsements
Then came the celebrity endorsements. Compared to fictional
characters like Santa and Mikey, celebrities are real. Folks that
have real preferences, plus mass followings thanks to their
fame. Due to this ,they need the flexibility to convince
consumers to shop for the products that they endorse. That’s
why brands like Nike and Pepsi started forming partnerships
with celebrities to advocate for his or her products in exchange
for the publicity.
Source: Andrew D. Bernstein/NBAE/NBAE via Getty Images
Whatsoever , celebrity endorsements soon became less useful
as people couldn’t always relate to their over-the-top lifestyles.
Reality TV
What truly merged real world and screen life was reality TV
shows just like 6
Maintaining with The Kardashians. Whether we prefer to admit
it or not, people are drawn to the larger-than-life personalities
on reality television. Because these shows have the idea of
portraying “reality,”the celebrities are perceived as more
relatable and authentic than traditional celebrities to a specific
extent. Paired with their overnight fame and heightened
engagement from viewers, reality TV personalities led the way
for what was to come back with social media.
Influencer Marketing
As social media platforms like Facebook, Instagram, Twitter,
and YouTube arose, everyone jumped at the prospect to share
their lifestyle online . Of course, famous people — like
celebrities, reality TV stars, and even bloggers — garnered
many followers on social media thanks to their existing
popularity. But a brand phenomenon quickly set in as some
“regular” people started accumulating large followings likewise ,
thanks to their highly engaging content and shut interactions
with their followers.
Because of their ability to influence the choices of their
audience, these “regular”
people became referred to as influencers.
Compared to celebrities and even reality TV stars, influencers
are more just like us.
Most of them don’t own giant mansions or fly around on private
jets. Instead, they post relatable content about the great the
bad, and also the ugly in their lives. Their consistent
authenticity has earned them the high level of trust and
authority given to them by their followers.
As influencers became more prevalent, brands started
leveraging their influence by sending them free products (and
sometimes even payment) and asking them to post about it to
their audience. 7
In 2019, it’s safe to mention we are at the height of influencer
marketing. Today, digital communities rule the planet of
commerce and at the highest of every community are
influencers.
Take a glance at these numbers.
92% of consumers trust recommendations from friends, family,
and influencers 70% of teens trust influencers quite traditional
celebrities marketing earns 11x the ROI of a customary digital
campaign 74% of individuals use social media to find products
and make purchasing decisions On top of the immense power
influencers hold, Global Web Index found that 40% internet
users use ad-blocking software, meaning an enormous chunk
of consumers don’t even see the ads brands acquire . Working
with influencers provides an efficient solution within the age of
the ad blocker, as consumers find out about products through
content that’s native to where they already are — social media.
However as of now one can say that in today’s time influencer
marketing is one of the most effective ways to promote
awareness and increase the sales of various products and
services our current generation is always active on the all social
media platforms and Instagram being one of the most used
platform by youngsters and teens. The followers of influencers
blindly trust their influencers with most of the products they on
their feed thus in today’s time this can be said to be one of the
best way for someone to create awareness about their brand
by paying for endorsements or by launching
Their own brand for themselves if they already have a good
customer or fanbase

8
 CHAPTER 2

LITERATURE REVIEW

9
Introduction
There are various kinds of influencers that have Their influence
in different kinds of sectors where they are influencers
according to what they are good at. In this project report we
shall mainly study about how influencer marketing influences
consumer to buy products and are the various factors that
make them want to buy the products. Mainly we will be also
talking about the various types of influencers and how each
special segment can be used and how consumers with different
interests are targeted by these influencers. However one can
say that influencer marketing with respect to its concept origin
is not of recent times. The traces of can be found quite back
then even when in the olden days there were high authority
persons who influenced people in many ways.
Basically we have a wholesome flow of when the term of
influencer marketing actually was practiced maybe not as
clearly defined as today’s influencer marketing but yes it did
exist, we can go step by step about how this perception
towards influencer marketing has evolved and then today we
see the final result of it in front of us on various social media
platforms today’s various products are promoted by influencers
and celebrities in today’s world and time marketing is
considered to be one of the best way a marketer can use to
make his product aware In the market and generate revenue
out of it by simple playing a promotion charge to the influencer
to. Suggest or show their product to their customer base and
as the customers of the influencer are loyal to him most of the
times they end up at least checking the products even though
they don’t buy it so it creates a awareness anyways
Consumers who follow their favorite influencers place their
trust in them and follow them blindly, they look up to them as
customers will always check out. It is also necessary that the
10
right influencer to promote his type of product , for eg a fashion
influencer cannot promote a whey protein protein product as he
will not have the knowledge about him nor will his audience
consist of people of consume whey protein , whereas for one to
promote their whey protein brand they should approach a
fitness influencer who already has a ready made customer
base where the chances of people knowing about whey protein.
EVOLUTION OF INFLUENCER MARKETING
Start of influencers
Josiah Wedgwood was the father of recent marketing and thus
the creator of the first luxury brand. Yet he's been largely
forgotten by time He didn’t grace stages clad in a very very
black turtleneck. He didn’t build a steel or railroad empire. He
wasn’t the richest man of all time, or the foremost powerful.
But nearly 300 years ago, in an exceedingly small village within
a people hills, he revolutionised the way the world considered
business and entrepreneurship — by making pottery.
Wedgwood has been called the “first tycoon,” the “Steve Jobs”
of the 18th century, and “one of the foremost innovative
retailers the world has ever seen.” Scholars regard him as both
the daddy of latest marketing and also the creator of the first
luxury brand.
In his quest to form and sell ceramic wares, he pioneered sales
techniques sort of a reimbursement guarantees, free delivery,
and “influencer” marketing.
This is the story of a small-time potter from the middle of
nowhere who turned a “rude uncultivated craft” into a thriving
global industry. A potter is born Josiah was born on July 12,
1730, in Burnley, England, the 13th child of an impoverished
and struggling potter. In these
11
times, pottery was seen as a crude, dirty, and “undignified”
craft. Like most within the trade, Josiah’s father, Thomas,
produced low-quality, cheap wares that were “black and
mottled in colour.” His work was a nothing over how of survival.
When Josiah was 9 years old, his father died, leaving the ailing
business to his sons. the children worked brutal 12-hour days,
lugging around and battering monstrous chunks of clay.
A depiction of The Churchyard Works in Burnley, England,
where Josiah served his apprenticeship within the first 1700s
(thepotteries.org) In these dismal conditions, Josiah contracted
smallpox. He narrowly survived, but his illness left the right leg
permanently crippled .Unable to perform manual labor, he
began to experiment with the business side of pottery:
Technology, marketing, and innovation.
By 22, he’d mastered the trade and decided to vary on his own.
In a neighbouring town, worked with Thomas wheelman , a
renowned potter who’d come up with a signature “tortoiseshell”
glaze. By breaking from the mould , wheelman had attracted
acclaim and been ready to boost his prices. Here, Josiah came
to his first entrepreneurial realisation:
“Invention without experiment signifies little or no,” he wrote.
“Everything derives from experiment[s].” Move fast and break
porcelain At the time, however, there was little incentive to
experiment: it had been expensive and risky, and
“entrepreneurship” wasn't celebrated prefer it's today.
But the young potter had been raised to “question the status
quo” of establishments and “create [his] own culture.” And from
his village within the hills, he began to notice a shift. The act of
drinking tea, and also the flowery ceramic wares it required,
was reserved for the class — but a “new consumer” was
emerging, a generation of up-andcomers who wanted to
“display their taste.”
12
Like aspirational Instagram, these consumers wanted the earth
to work out them as tea drinking socialites. They wanted fine
tea decor, but porcelain was pricey and in short supply. There
was a requirement, it seemed, for a less costly, aesthetically-
pleasing alternative. Sensing this, Josiah returned to his
hometown in 1759, opened a tiny low shop, and voraciously
experimented with new glazes and finishes.
He picked up an interest in chemistry, studying the implications
that “fire, clay, and ” had on colour and texture. His workshop
became a “graveyard of failed crafts.” A few of Josiah
Wedgwood’s many experiments with pigments, chemicals, and
hues (The House of Wedgwood)
At last, Josiah’s experimentation paid off: He developed a
cream colour ware more “pure” than any before it — elegant
like porcelain, but with the sturdiness and utility required for
everyday use. It wouldn’t be long before he established a
lucrative marketing arrangement. The first luxury name brand In
June of 1765, Josiah received a letter within the mail that may
change his fate an invitation to a contest .
beckoned potters across the country to submit a “complete set
of tea things” for the personal use of Queen Charlotte: Dozens
of teacups, saucers, coffee mugs, candlesticks, sugar dishes,
and fruit bowls. Josiah understood something that other potters
didn’t: Queen Charlotte was the ultimate word influencer. As
Brian Dolan writes, he saw an opportunity to do to to what
“nobody else would undertake.”
He won. But more importantly, the Queen was so impressed
with Josiah’s cream- colour wares that she decreed him “Her
Majesty’s Potter.” Recognising new marketing value, Josiah
placed ads in local papers advertising his pottery as “Queens
ware.” Suddenly, aspirational Britons were clamouring for his
work
13
Josiah realised that during this new era of economic
consumption, “every rarity soon grows stale.” Like all great
innovators, he strove for permanency but understood the
novelty of his inventions was ephemeral. Nearly everything
Josiah created was almost instantly copied by a cadre of other
potters who leeched off his success. His solution to the current
was multi-tiered: 1) He constantly blitzed the market with new
products, and 2) He developed new ways to sell them.

He sensed a growing demand for antiquities, and began

making pottery that “pottery that reminded the new money of
the country life they left behind.” He is a replacement type of
porcelain called “jasper-ware.” He pioneered new glazes, new
designs, new firing methods.

A portrait of thrower in mid-age (via The Wedgwood Museum)

At the time, logistics weren't ideal: Crates of pottery would be
transported by horses on bumpy roads and pieces were often
tamed transit. He was the primary merchant to supply both free
delivery and free returns on broken goods. At the identical time,
he lobbied for the creation of a significant transport canal that
will abate on losses.
Long before the increase of door-to-door salesmen, Josiah sent
workers around London neighbourhoods to “cold-sell” his
products and rally demand. These salesmen would cart around
“hand-annotated catalogs” with full-colour images of his
offerings, together with samples of his glazes on tiles. More
crucially, they might “provide direct feedback from retailer to
designer on market trends and on which patterns would enjoy
amendment.”

14
If Josiah’s customers weren’t satisfied, he’d offer them free
returns, knowing full well that trust the gesture gained
outweighed any lost inventory. The Googolplex of its time.

The rise of Josiah’s business fortuitously coincided with the

economic Revolution :Machines were changing the character of
labor, including pottery. In 1769, with the assistance of a cash
infusion from his wife’s wealthy family, Josiah opened Etruria —
one among the primary modern factories ever constructed in
England. And long before the “company towns” of Silicon
Valley, he set about creating an insulated community for his
staff.
His employees, whom he called,’ were the Google of their
time, and he offered them housing in 42 units built next to the
factory. It was, by the commercial standards of the time, a
“model community” with strictly enforced rules: No drinking, no
gambling, no obscene language.
Etruria, as depicted by painter John Wakefield (“Wedgwood
Factory, Etruria”) Like Steve Jobs, Josiah ruled his domain with
the ego of a perfectionist: He’d practise the factory floor
smashing any inadequate pottery along with his cane. Workers
became acquainted with his favourite line: “This won't do for
thrower.” Efficiency was tantamount: He instituted the primary
“punch-in” clock and was an early adopter of the division of
labor.
In turn, he “rewarded” workers with a crude sort of health
coverage and retirement, daycare for his or her children, and
classes. His vision was without delay good-natured and
imposingly paternal: He wanted to cultivate entrepreneurial
minds.
15
The potter meets his urn
By the time Josiah died in 1795, he’d amassed a fortune of
£600k pounds (more than US $100m today), and was the 4th
richest man all told of England. He was cited jointly of the
foremost important manufacturers within the kingdom’s , an
“ingenious and industrious man” who had become a “national
source of wealth.”
Passed down for generations, his company, Wedgwood,
continues to exist today Though it's since transferred
ownership, its longevity could be a testament to the ability of his
brand.

Like pottery, we’ll all return to dust sooner or later. Factories will
crumble. Inventions will rust into. But as Wedgwood reminds
us, good branding and therefore the irrelevance spirit of
experimentation can transcend time.

Thus one can say that he was pioneer of influencer

marketing and soon after this the industrial revolution took
place which made It very hard for him to produce that much of
ornaments and meet the supply of the time being.. There are
various instances and testimonies like his however this was
one of the most known and recent ones and one which can
actually be attested as it is of a bit recent origin compared to
pre historic evidences

Celebrity Influencers
16
It may be tempting to bundle celebrities like Kim Kardashian,
Justin Bieber and Taylor within the same category as lesser-
known social media influencers. But the 2 groups are different,
whether or not both have many followers Celebrity
endorsements and sponsored influencer content have
similarities and should overlap every now and then, but the 2
strategies entail different advantages and downsides.

“Treating influencer marketing sort of a small-scale celebrity

endorsement, or expecting celebrity’s endorsement to own an
effect like an influencer’s, is like employing a wrenchto hammer
a nail or a hammer to undo a bolt,” explains Grey ge pert, US
Content Manager at Swizzle Global, in Convince & Convert.
Although celebrities is called influencers – finally, they’re
speculated to influence people to get products — it’s probably
best to think about those famous people as celebrities et all
with large social media followings as influencers.
Celebrities can deliver substantial reach and boost brand
awareness. they need gigantic social media followings that may
run into the millions. additionally, since media outlets cover
their daily activities, they'll generate significant earned media
mentions. they're especially effective in fashion, beauty and
travel. But many marketers argue the influencer marketing
holds several advantages over celebrity endorsements.
Expertise. Famous singers understand music, but they don’t
must be in expert in nutrition to endorse a nutrient. Influencers
usually have expertise within the products they mention.
That expertise has earned them the respect and trust of their
audience. A startup or brand that’s specialising in a distinct
segment will benefit more by working with an influencer within
the niche, be it high-tech gadgets, race cars or parenting.
Audience relationships. 17
Celebrity endorsements on social media are more like
traditional television advertising than influencer marketing.
Marketers hire them to achieve an outsized, broad market —
but don’t expect them to interact with fans during a meaningful
way. Celebrity engagement rates are generally under those of
influencers.
Seeing the #ad or #sponsored hashtag, followers generally
understand that they’re viewing a sponsored for the brands
message
On the opposite hand, top-notch influencers who concentrate
on a distinct segment answer questions from followers and
communicate with them during a back-and-forth exchange.
thanks to that constant dialogue, they understand their
audiences. “Thus, they need established credible relationships
with their audiences giving them a big advantage during
marketing campaigns,” says Reed Detester, president of Night
Media.Content creation.

When endorsing products, celebrities relay the message that

the brand produces. Influencers create their own content,
writing blog posts, taking photos or shooting videos. As content
creation experts, they like creative strategies and heartfelt
opinions over simply regurgitating the brand’s message. Some
marketers make the error of scripting an influencer’s content,
which ends up in mediocre content and damages the
connection. Even when sponsoring content, savvy brands only
set general guidelines and grant influencers significant creative
leeway.
For example, food blogger Christina Russell (Body Rebooted)
created a chunk of content to push Bob’s Red Mill, points out
digital marketing consultant Shane Barker. The fitness
18
expert created a recipe using one in every of the brand’s
ingredients, provided her readers with tips to make the identical
dish, then promoted the brand’s giveaway campaign. “She’s the
one who controlled the content and messaging for the
sponsored post,” Barker says.
COST -, of course, are expensive. Those with over 7 million
Instagram followers may charge the maximum amount as
$150,000 for one sponsored post, consistent with The
Economist. While large brands may believe the exposure and
extra brand awareness is definitely worth the cost, the fees are
out of reach for many small companies and startups. Bloggers
and social media influencers are cheaper. Although they need
less reach, microinfluencers typically charge about $500 or
less.
Advantages of Celebrities
In addition to reaching large numbers of followers, celebrities
offer other key advantages over influencers, explains Alison
Hill, founder and partner at CurrentPR. Because they're
followed by the media, celebrities can produce substantial
earned media mentions – greatly extending their reach.
They can also draw large crowds to measure events. Most
influencers go unnoticed after they appear nose to nose.
Celebrities can improve the brand’s image. “People just
They’re more likely to remain on message . people like actors
and television personalities are skilled at delivering lines .
Some influencers may act impulsively and post off-brand or
risqué content. In addition, influencers aren't always less
expensive than celebrities. Their limited reach and influence
might not justify their requested fees. Some marketers now
prefer contracts with influencers supported results, like leads or
sales, not just exposure. Bottom Line: It’s proper and
appropriate for PR and marketing professionals to treat
celebrities and influencers differently. 19
While both celebrity endorsements and influencer marketing
can produce results, savvy brands understand the differences
between the strategies.
Celebrity endorsements are a preferred way for marketers to
market their brands,products, and services.
By transferring the positive image and characteristics of a star
onto the brand, marketers aim to trigger consumers’ intent to
get or use the endorsed product or service (Atkins and Block
1983).
Many academic studies have confirmed that celebrity
endorsements significantly increase
advertising effectiveness (e.g., Atkins and Block 1983; Erdogan
1999; Amos, Holmes, and
Straiten 2008; Bergqvist and Zhou 2016).
However, additionally to using ‘traditional’ celebrities like actors,
supermodels, and athletes to feature value to their brand,
companies increasingly communicate social media influencers
(also called ‘micro-celebrities’), like bloggers and ‘INSTA FAME
personalities, to endorse their brands (Mar wick 2015).
In contrast to traditional celebrities who have gained public
recognition thanks to their
professional talent, social media influencers (from now on
called ‘influencers’), have gained fame by successfully branding
themselves as experts on social media platforms (Khamis, Any, and
Welling 2017).

20
By enthusiastically sharing self-generated content on topics like
beauty, fitness, food, and fashion, these (mostly female) social
media users have gained an outsized follower base, turning
their online social presence into a primary profession like
‘fashion blogger s , or ‘fit-girl (Lin, Pruning, and Swarna 2018).
Despite the increasing deployment of influencers for brand
endorsement, knowledge base on their marketing value is
restricted. Whereas the effectiveness of traditional celebrity
endorsement has been widely investigated (Bergqvist and Zhou
2016), the impact of influencer endorsement on brand
responses is comparatively understudied. Although recent
qualitative research suggests that influencers, compared to
celebrities, have a stronger impact on brand attitudes and get
behaviours of young consumers (Dj afar ova and Rush-worth
2017),
no study up to now has directly compared the 2 endorsement
types. Scholars also as practitioners would have the benefit of
more insight into the results of celebrity versus influencer
endorsements on advertising effectiveness.
Therefore, in two experiments, this research will investigate the
effectiveness of endorsement advertising by celebrities versus
influencers in terms of attitude toward the advertisement,
attitude toward the advertised product, and buy intention.
additionally, we investigate two important mediating processes
which will explain potential differences in effectiveness between
these two styles of endorsements: identification (in particular,
perceived similarity and wishful identification; cf. Huffier and
Buchanan 2005) and credibility (consisting of trustworthiness
and expertise; cf. Stern that, Phillips, and dungeon Kia 1978).
Both identification and credibility are shown to play a key role in
explaining celebrityendorsement effects, and will play a big role
in influencer endorsement additionally(
21
(chapel Charlie ; Dj afar ova and Rush-worth 2017)

Finally, since the effectiveness of an endorsed advertisement is

inseparably tied to the degree during which the endorser fits the
advertised product (e.g., Gamins and Gupta 1994; Till and
hustler 2000; Fink, Cunningham, and Kendrick I 2004), we are
going to take product-endorser fit under consideration as a
moderator within the relationship between sort of endorser and
marketing outcomes. we are going to argue that the effect of
product-endorser fit on advertising effectiveness is also even
more pronounced for influencers than for celebrity endorsers.
Theoretical background
Influencers attract legion followers by sharing content curated
from their daily lives on platforms like Instagram and YouTube,
evolving around one particular domain of interest (chad and
chow 2017; media and mixture 2017). Although ‘traditional’
celebrities have also found their thanks to social media,
influencers built their careers online and were unknown to a
general public before. Marketers have eagerly embraced these
influencers as spokespersons for his or her brands, and
advertisers are investing large budgets on influencer
endorsements (WFA 2018). Influencers don't only have the
ability to directly influence the acquisition decisions of an
oversized audience, but their followers also judge them to be
reliable information sources (De Vermin, Camber the, and
Rudders 2017; Dj afar ova and Rush worth 2017).
A growing body of educational research is investigating the
merits of influencer marketing, and also the processes playing
a job in influencer effects on brand responses. as an example,
Lee and Watkins (2016) showed that loggers positively affect
consumer purchase intentions for (luxury) brands promoted in
their vlogs
22
Likewise, in an interview study by Chappel and Townie (2017),
consumers stated to regularly follow lifestyle loggers product
recommendations, either by buying a product themselves or
recommending it to others. during this study

Participants considered bloggers as credible sources of data, mainly

driven by perceptions of trust and similarity. In another study,
Colliander and Dahlia (2011) found that a blog post a couple of
fashion brand resulted in higher brand attitude and increased
purchase intent compared to an internet article on the identical
topic, because readers felt closer to the blogger.

Although no study has directly compared the impact of influencer

endorsements to more traditional types of endorsement advertising,
interviews with female Instagram users (Dj afar ova and Rush worth
2017) suggest that influencers are perceived as more credible and
relatable than traditional female celebrities, and their product
reviews have a major impact on young females’ purchasing . In an
earlier study comparing the effectiveness of celebrity endorsements
with product reviews of an unknown ‘ordinary’ customer, female
participants were more positive a few promoted experience product
when it had been promoted by a relatable consumer (Wei and Lu
2013).

Although still in its infancy, research project on influencer

endorsement seems to corroborate the acclaimed success of
influencer endorsements as a marketing tool and suggests that
influencers may nowadays have a more significant impact on brand
attitudes and get behaviours than traditional celebrities
23
We therefore expect that influencer endorsements will end in higher
advertising effectiveness than celebrity endorsements. during this
study, we are going to measure advertising effectiveness in terms of
attitude toward the ad, attitude toward the advertised product, and
get intention( cf larson and fisher 2005 )

24
Fashion Influencers
1.Santoshi Shetty
The style edge is Santoshi’s perception of fashion, travel &
lifestyle. She has been acknowledged and recognised as the
Cosmopolitan Blogger of the year 2016, Elle Blogger of the
year 2016 & Palladium Spotlight Fashion Blogger of the year
2017 and the list goes on. You'll definitely want to take
inspiration from her looks as they are offbeat and has
everything which you need to revamp your looks. She definitely
stands out as one of the best bloggers of Mumbai/India.
Instagram Handle – Santoshi Shetty
Website – The Style Edge
2. Asana Shroff
The Snob Journal is a blog which has inspired thousands of
women out there - started by Asana Shroff who has become a
fashion icon now. Her style speaks volume about her dressing
sense and combining class and elegance together. Her channel
will take you through a collection of vlogs, hauls, look-books,
and tutorials. You can visit her blog for beauty reviews, travel
blogs, motivational blogs and much more.
Instagram Handle – Aashnashroff
Website – Thesnobjournal
3. Riya Jain
A fashion enthusiast you can't miss out on when talking about
trending looks and offbeat content - she also has a personal
record of shopping 8 hours in one mall, forgetting food and
water because she roots for fashion essentials over living
essentials. Her fashion sense is taking her followers by storm.
She slays in whatever she wears. The content she creates is
beyond good which directly led to her success in this industry.
25
She can find her way to any fashion store in the middle of her
sleep for sure.
Instagram Handle – Caughtinacuff
Website – Caughinacuff
4. Shivani Patil
Blogger and fashion influencer who is known for documenting
travel, style, and beauty on her blog The F-drug. She started
writing for her The F-drug blog in August 2015 and has finally
become one of the best fashion bloggers in Mumbai now.
You've got to follow her for some real-time fashion inspiration
has she's always updated with the fashion trends and has one
of the best looks to take away from.
Instagram Handle – The.f.drug
Website – Thef-drug
5. Juhi Godambe
For a fashion blog with a hint of fitness inspiration, look no
further than Juhi Godambe’s eponymous personal style blog.
Chic and always inspiring, her styling ideas are worth following
on Instagram as well. Her blog also records her makeup and
product reviews, travels, and her marathon training experiences
– making every bit worth checking out right now.
Instagram Handle – JuhiGodambe
Website – JuhiGodambe
6. Larissa Dsa
A lifestyle, travel, beauty and fashion blogger - Larissa Dsa, is
definitely a class apart, her style represents elegance, glam,
and versatility. When in doubt about what outfit to wear -One
definitely in love with
26
her dressing sense and the way she carries herself - which
makes her look like a complete diva.
Instagram Handle – larissa_wlc
7. Mitali & Summiyya
House of MISU Fashion Consultants is a company, which was
started by two ferociously passionate young ladies, an artist
and a designer- who noticed a gaping void in the landscape of
fashion and styling in their country. Mitali Sagar- An Indiana
University Grad with a degree in Fine Arts, Apparel
Merchandising and Art History. After graduating she dove into
PR to get the lay of the land before embarking on her own
journey as a fashion entrepreneur. Summiyya Patni studied in
Jai Hind College before taking on jewellery design and
manufacturing at the Indian institute of jewellery
Instagram Handle – Houseofmisu
Website – HouseofMisu
8.Kayaan Contractor
Kayaan Contractor's style will leave you stunned as her style is
constantly evolving yet consistently edgy, bold, and inspiring. If
you love experimenting with fashion then she's just the right
fashion influencer to follow to challenge your wardrobe. She
also won the "Editor’s Choice Best Layout" award at
Cosmopolitan Blogger Awards 2018 - Follow herto keep up with
the best of fashion trends!
Instagram Handle – kayaancontrator
Website – Shape-shifter

27
9.Usaamah Siddique
Founder of The Dapper Label, a menswear blog, and bespoke
label, Usaamah’s blog is a major source of inspiration for
anyone looking to elevate their style quotient. He regularly
posts outfit ideas, tips on accessorising, and fashion inspiration.
His travel and food posts are an added bonus!
Instagram Handle – Usaamah Siddique
Website – thedapperlabel
10. Allen Claudius
Run by style blogger Allen Claudius, this Instagram account is
rich with posts on trendy
accessories, outfits, and more. His blog Bowties and Bones is
among the country’s most
popular in men’s fashion. Follow for style inspiration, plenty of
travel post & more

28
Fitness influencers
From chiselled abs and downward-facing dog pose to plunks
and the perfect round cartwheels, fitness influencers have
redefined the world of fitness and make others aware of the
motive of achieving ideal health.
To lead a healthier lifestyle, influencers leave no stone
unturned in giving some major inspirations to fitness fanatics. In
a digital space where fashion and beauty influencers are
unstoppably spreading the charm, the health and fitness
domain is hot on their heels too!
Fitness is not any destination to achieve but a journey for living
a healthy life. Thus, walking on a health journey will require
seeking inspiration from health influencers to get in shape and
suppressed the possibilities of diseases occurrence.
Influencers have the potential to give your brand a more
credible image in the eyes of targeted customers, by providing
direct feedback on the products and services.
Thus, influencers act as a boon for the brand by fueling up the
marketing tactics of any brand. Mumbai, being the dream city
for many people and brands as well, continue giving hopes to
millions of people but to living the dream in this city is not that
easy it seems to be .There are numerous successful Health
and Fitness Influencers in Mumbai who has been engaged
in sharing some helpful fitness tricks to their followers. Without
further adieu, let’s peek into 10 top influencers who have
indulged in the fitness sphere of
Mumbai with their incomparable hacks and tricks:

29
1.Ranveer Allahbadia
Instagram Follower Base: 641k followers
Another inspiriting name in the list, Ranveer Allahbadia is a
Health and Fitness Bloggers In mumbai who is been
encouraging people to walk on the road of the fitness to
achieve the best health in life. Born on 2 June 1993, he is a
proud founder of BeerBiceps Media Pvt Ltd and Co-founder of
Monk Entertainment. Being a fitness freak, he features an ideal
body and encourages others to do the same in order to
maintain fitness throughout life.
2.Sunit Jadhav
Instagram Follower Base: 491k followers
Winner of 10th Mr. India title in March 2017, Sunit Jadhav’s
broad shoulders carries an even broader a list of achievements.
He has also secured the title of Mr. Asia crown and is looking
forward to achieving the most prestigious title, that is, Mr.
World. Being extremely compassionate about fitness, this 26-
year-old man has played in the victorious Maharashtra Shri six
times in a row. His curvy biceps shows the hard efforts he has
put in to achieve. His Instagram handle is a true inspiration to
all fitness fanatics who wish to achieve the great body and
permanent state of fitness .

30
3.Namrata Purohit
Instagram Follower Base: 265k followers
Being a successful Pilates instructor, Namrata Purohit is also
the proud co-founder of Pilate’s studio with her father Samir
Purohit. Born on 24 August 1993, she was the youngest trained
Stott Pilates instructor in the world at the age of 16 and by the
age of 19, she had completed the course on Stott Pilates. She
is the most admired face in the fitness industry by serving
clients from Bollywood celebrities to athletes and other notable
personalities. Go visit her Instagram and see the world of
fitness from her lenses.
4. Natasha noel
Instagram Follower Base: 247k Followers
Meet Natasha Noel, the one fitness enthusiast which has the
spirit to change the lives of people by bringing the essence of
fitness in their lives. A stretching queen, Yoga fanatic, and
staunch writer, she is one who has fire in her approach,
whenever she graces the fitness court. From Yoga poses to
skipping, and push-ups to stretching, Natasha worth all
applauds. She owns a website named ‘Soul Happiness’,
wherein she writes on a variety of topics. Her website is one
extensive place where one can find the solutions related to
fitness. If you too want to seek some valuable information on
fitness, do visit her page.
5. Deepika mehta
Instagram Follower Base: 207k followers
Deepika Mehta, better calls her as ‘Yogini’ or fitness queen who
makes sure that hercrown would not get disturbed at any cost.
In Vogue magazine 2014, she has been featured as one of the
three women redefining beauty ideals in India and also has
been
3 31
the face of the fitness campaign 2015 in Elle India. Being a
yoga teacher and professional fitness experts, she also has
been fortunate enough to have her own TV shows called Yoga
City. She, through her fitness blogs, helps people to achieve
the ultimate pleasing
experience with Ashtanga Yoga, diet, and lifestyle advice.

32
 CHAPTER 3

RESEARCH METHODOLOGY

33
ABOUT THE RESEARCH
This research aims at understanding the purchase behavior of
youth buying and inheriting services provided to them by their
influencers (Influencer Marketing). This chapter will discuss the
techniques used to carry out this piece of research.
This chapter also explains the process by which the researcher
collected and data and the various sources used for the same.
The data analyses techniques also will be discussed herein.
The methodology has been structured to accomplish the
objectives of the research which meant to attain by the
researcher.
TYPE OF RESEARCH
• This is a descriptive research using both quantitative and
qualitative techniques
• The study of purchase pattern of products and services
promoted by influencers
undertook a descriptive type of research
• The researcher used a Qualitative research approach as it is
the subjective assessment of attitudes, opinions and behavior ,
thus the preference of each individual is different as they follow
multiple influencers in specific segments as per their will and
desire.
• Along with a qualitative approach the researcher undertook a
Quantitative research to analyze the data which was collected
from the respondents.

34
NATURE OF RESEARCH DESIGN
The Researcher has selected the research design as follows.
Step 1 : Research design problems and framing hypothesis
Step 2 : Review of literature
Step 3 : Select sample
Step 4 : Research instrument
Step 5 : Data interpretation and Analysis
Step 6 : Conclusion
TYPE OF DATA
A . PRIMARY DATA
Keeping in mind the objective of the study , a questionnaire
was prepared to survey the selected
respondents and to serve the purpose of the study
• The questionnaire was created on google forms and the link
of the questionnaire was
sent to the respondents. The respondents were from Mumbai
city
• The statistical tools used to Analyze the research project was
tabular and graphical
representation, which included pie diagrams and bar diagrams
B . SECONDARY DATA
The secondary data used in this research was collected from
• Various websites
• Text books
• Articles
35
SAMPLE SIZE
• The sample size chosen by the researcher was 100
respondents
• The targeted respondents are the local in and around area
consumers
• Consumers included youth between the age of 15 to 25 years
old
SAMPLE FRAME
• The population of the study consists of youngsters
RESEARCH INSTRUMENTS
• Questionnaire method is used to collect all primary data
• A questionnaire that is framed by the researcher with a
combination of multiple choice questions and close ended
questions

36
 CHAPTER 4

DATA ANALYSIS
&
INTERPRETATION

37
Introduction To Data Interpretation
Data interpretation is about the execution, performance and
administration of the procedure
through to which the data has been evaluated for the purpose
of approaching to well informed and knowledge conclusion.
The explanation of the data allocates a meaning to the
information analyzed and it discovers
and ascertains its necessities and implications.
The investigation and interpretation given for the data that was
collected are constructed on the objectives of the research.
The data thus collected can be additionally classified into two
data segments and they are known as primary and secondary
data. The statistical tools that is to used to analyze the
questionnaire and materialize to a conclusion for this particular
research is percentage %
representation with the assistance of various tools and
diagrams such as pie charts bar diagrams etc.
A thorough examination has been conducted on the data that is
gathered and the interpretation is established on the data
collected.
QUESTIONNAIRE
A questionnaire was prepared to attain the objective derived
from the research and to demonstrate and prove the
corresponding hypothesis given in this project report.

38
 Column1
3.80%

7.70%

46.20%

42.30%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

15-20 (blue ) AGE

21-25(orange )
26-30(grey )
30-35 (yellow )
Data interpretation On basis of data collected from 100
respondents 3.8% of them were 30-35 years of age , 46.2% of them
were 15-20 and 42.3% of them in the age bracket of 21-25 years of
age and 7.7% of them were 26-30 years old

sssssss
39
GENDER RATIO

Sales
0 0

50% 50%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Female 50% (blue)

Male 50% (orange )

Data Interpretation According to the data collected

from 100 respondents 50% were males and 50% of them were
females hhhhhhhh

40
 Sales
0

23.10%

42.30%

34.60%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

PROFESSION
Data Interpretation
According to the data collected from 100 respondents , from a scale
of 42.3 % OF them are under graduate and 34.6% of them are
graduate 23.1 %of them are working
Blue – under graduate
Orange -graduate
Grey – working

41
 Sales
3.80%
00

96.20%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

RATINGS

Data Interpretation According to the data collected from 100

respondents , from a scale of 96.20 % of people have a instagram
account and 3.80% of people don’t have a account on instagram
BLUE -YES
ORANGE – NO

42
 0 0

23.10%

76.90%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Data interpretation
According to the data collected from the respondents when they
were asked do u follow your favorite celebrity or influencer on
Instagram 76.9% of them said yes whereas 23 .1%of them said no

BLUE -YES (76.9 % )

ORANGE NO( 23.1%)

43
 Sales
0

11.50%

50%

38.50%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Data interpretation
Accordingly to the response collected from 100 respondents when
they were asked would they buy products which are owned or
endorsed by their favorite influence 11.5% of them agreed whereas
50% of them did not agree on the same AND 38.5% of them said
maybe they would buy
11.5% yes
50% no
38.5% maybe

44
 0

24%

52%

24%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Data Interpretation
Accordingly to the response when 100 respondents were asked do
you get any extra discount or promo codes when you shop through
using the codes given by influencers 24% agrees saying yes whereas
24 % of the respondents disagreed and 52% of the respondents
believe it’s a marketing statergies

45
 0

28%

44%

28%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Data Interpretation
W.r.t. the questionnaire when 100 respondents were asked would
they ever purchase things that they need from their celebrities
merchandise 28% of them said yes where as 28% of them did not
agree with the same and 44% of people said its too ecpensive

Yes -28%
Waste of money -28%
Too expensive -44%

46
 0

11.50%

46.20%

42.30%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Blue- very often 11.50%

Orange – sometimes 42.30%
Grey – never 46.20%
Data interpretation
When the 100 correspondents were asked how often do they buy
products based on their liking of their favorite influencers , 11.50%
said very often , 42.30% of them said sometimes and 46.20% of them
said never

47
 Sales
0

26.90% 30.80%

42.30%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Data interpretation
Accordingly to the 100 respondents when they were asked how
often have they come across such kind of products which are
exclusively marketed only by influencers 30.80% of them said to
many products whereas 42.3% of them said rarely any product and
26.9% of them said very few products
Blue – to many products
Grey- very few products
Orange- rarely any product

48
 0 0

50% 50%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Satisfactory – 50%
Non -satisfactory – 50%
Data Interpretation
W.r.t. the 100 respondents when they were asked how promising
was the quality of the product when it was delivered to them 50%
said it was good and as expected whereas 50% of them disagreed
with the same

49
 11.50%

84.60%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Data Interpretation
When the 100 respondents were asked whether they do get
knowledge about the various new trends and happening things on
Instagram 84.6% of them agreed to it whereas 11.4 %of them
disagreed With the same
Yes – 84.60%
No -11.40%

50
 Sales
0

11.50%

42.30%

46.20%

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Data Interpretation
When the 100 respondents were asked whether they ever got
scammed by online shopping from instagram 42.3%of them agreed
to it whereas 46.2 %of them disagreed With the same and 11.5 % of
them got scammed very often

Yes -42.3%
No -46.2%
Very often -11.5%

51
CHAPTER 5

CONCLUSION

52
Based on the primary data and the responses which were collected
from the respondents we can clearly state that influencers and
influencer marketing influence consumers between the age of 15 to
25 to a very great extent. Thus influencer marketing can be said to be
one of the best way for one to promote or launch their own brand
into the market.

Various influencers have established their own massive following in

various sectors which include fashion industry , fitness industry ,
education sector ,technology sector , and sports and other activities.
The impact of influencers or celebrities on the consumers who follow
them is quite strong this is because the consumers idolize their
influencers and thus they get emotionally attached to them.

They follow their every instinct and make sure they are always in
touch with what their favorite influencer or celebrity is up too ,
influencers who stay In vicinity or who come down to meet their fans
by announcing meet ups many of their fans always make it up to
their shows or meet and greet sessions as they do no want to miss
out on the chance of meeting their favorite influencer in person.
Thus one can say there is a very strong connect between the
influencer or celebrity and this fans

This helps many brands because when the consumers see their
favorite influencer or celebrity wearing a particular brand or
promoting a product they are automatically prone towards liking
that product as it helps them associate themselves with their favorite
sensational personality thus this helps in making the brand aware as
the consumers in the following list of that particular influencer are
53
exposed to the brands which the influencer uses or Is payed to
endorse
Thus one say say that the scope of influencer marketing is really wide
and it has lot of scope in the future because various social media
sites and platforms Like instagram , Facebook , twitter etc on such
platforms there are various influencers and their following keeps on
increasing massively and there are also various segments as
mentioned above in the paragraph which a business or company can
approach to market their products in the best category which makes
sure that they are targeting the right audience.

In the future times one can say that influencer marketing will really
thrive and reach new heights because of the various factors
mentioned above that makes it a very unique tactic and type of
marketing compared to the Various other forms of marketing this
type of marketing is one of the most effective types of marketing.
The present research is one of the first to directly compare celebrity
and influencer endorsements in terms of their advertising
effectiveness. We have shown that influencers are deemed more
trustworthy than celebrities, and that people feel more similar to
influencers and identify more with them than celebrities.
These processes, in turn, affect advertising effectiveness. Therefore,
a first implication of our study is that influencers may be more
effective product endorsers than traditional celebrities and a
practical recommendation is therefore to continue to use influencer
endorsers in marketing campaigns.

A second implication is the importance of investigating the processes

underlying effective
54
product endorsements. Wishful identification, similarity, and trust
are important explanations for why product endorsements work and
also explain why influencer endorsements are more effective than
celebrity endorsements.
However, our results also show that the underlying processes
explaining advertising effectiveness may depend on specific product-
endorser combinations. Specifically, for an influencer endorsement
to be more effective than a celebrity endorsement, an endorsed
product must be able to enhance feelings of similarity and wishful
identification.
In all, our results show that when endorsing products, it is important
for influencers to be perceived as similar to their audience and that
identification with an influencer needs to be based on true aspiration
rather than only wishful thinking.
Third, finding no direct effects of endorser type on advertisement
and product attitude, while we do find several mediation effects via
trust, similarity, and identification may indicate that here may be
several other mediators that may explain the relationship between
endorser type and advertising effectiveness.
Possibly, the positive effect of influencer over celebrity
endorsements on advertisement and product attitude via the
mediators may be mitigated by other variables, such as like ability of
the influence.
Although (or because) our study is one of the first to investigate the
effects of influencer
endorsements on advertising effectiveness, it is not without
drawbacks. First, a potential
improvement may be the way we presented the endorsements to
our respondents. In all
55
experimental conditions, our stimuli consisted of images of a product
next to an endorser, resembling a basic advertising format.
Although this makes for an experimentally valid comparison between
endorser types, this is not how influencers on social media normally
engage with a product. Usually, the product that is endorsed is part
of a larger message and is integrated in a social media post, such as a
vlog or an Instagram post Theory on product placement teaches us
that integration of a product in a storyline in a visually appealing way
is positively related to endorsement effectiveness
(Russell 1998).
We therefore recommend investigating different types of social
media endorsements with different levels of product engagement in
future studies. On the other hand, that a relatively simple
endorsement as ours yielded such effects shows the potential power
of influencer endorsements over celebrity endorsements.
Furthermore, future research could examine other moderators than
product-endorser fit influencing the relationship between endorser
type and advertising effectiveness. For example, as this study only
included experience goods, future research could compare the
effects of influencer vs. celebrity endorsements on other types of
products, such as search goods Findings of Wei and Lu (2013) suggest
that in contrast to experience products, search products like a pair
of boots are more effectively endorsed by celebrities than by
‘ordinary’ consumers.
Future research could also distinguish between informational and
transformational or utilitarian and hedonic goods

56
Finally, in our study we compared endorsements of traditional
celebrities with endorsements by social media influencers. However,
in reality, this distinction is not always so clear-cut. Numerous cases
are known of successful social media influencers transgressing into
more ‘traditional’ celebrities, pursuing a career as talk show
presenter or fashion model and making their way to the general
public and mass media.

On the other hand, many traditional celebrities have become popular

influencers on social media. This raises the question which type of
influencers are the most successful endorsers, and to what extent
popularity of the endorser is an important variable in explaining
endorser effectiveness. In our studies we used well-known
influencers with a large follower base, socalled ‘micro-celebrities’,
but influencers who are relatively less popular may be even more
effective endorsers.

As compared to more popular influencers, ‘micro-influencers’ may

be experts in a relatively small field and engage with their audience
more, and may therefore be seen as more similar to their followers
et al. . Nevertheless, even the ‘micro-celebrities’ we used in our
studies appear to be more aspirable, relatable, and trustworthy than
traditional celebrities, and are therefore more effective brand
endorsers.

In conclusion, influencer endorsements are more effective than

celebrity endorsements, which can be explained by processes of
wishful identification, similarity, and identification.

57
 For an influencer endorsement to be more effective than a celebrity
endorsement, an endorsed product must be able to enhance
feelings of similarity and wishful identification. Moreover, an
influencer must elicit trust in order to be effective. Influencers are
not deemed more knowledgeable than celebrity endorsers, and
expertise does not explain why influencer endorsements may be
more effective than celebrity endorsements.Product-endorser fit has
no
effect on the relationship between type of endorsement and trust,
expertise, or advertising effectiveness, although the effectiveness of
influencer vs. celebrity endorsements hinges upon specific
influencer-product combinations that elicit feelings of similarity,
identification, and trust.

58
List of References
Bibliography:
http://www.google.co.in
https://www.tandfonline.com/doi/full/10.1080/02650487.2019.163
4898
https://afluencer.com/50-reality-show-stars-who-are-now-social-
media-influencers/
Websites :
Wikipedia
Wikihow
Google.com

59
ANNEXURE 1
1.Gender?
Male
Female
2. Age group
10 -15
15- 20
15 -25
3. profession ?
Graduate
Undergraduate
Working
4. Do you have a social media account on
instagram?
Yes
No
5. Do you follow your favorite influencers on
instagram ?
Yes 60
No
6.Would you try or purchase the brands
promoted or owned by your favorite influencers/
Yes
No
May be

7.Generally when you make purchases uses

promo codes provided by your favorite
influencer do you receive a certain amount of
discount on their products ?
promo code works
benefit of extra discount is added
just marketing statergies

8.Given the option would you Purchase products

that you need from your favorite influencers
merchandise ?

I would purchase 61
It’s a waste of money
Too expensive

9.Have you come across any exclusively

marketed products which are sold and made
only by
your favorite influencers?

Too many products

Rarely any product
Very few products

10. how promising was the quality of the product

when it was delivered to you ?
Satisfactory
Non satisfactory

62
12.Does instagram and other social media
platforms make you aware of the various trends
that keep coming?
Yes I do
No I don’t

13. have you ever been scammed on Instagram

while shopping ?
Yes
No
very often

63
ANNEXURE 2

Plagiarism Report

plagiarism scan report

Based on the primary data and the responses

which were collected from the respondents we
can clearly state that influencers and influencer
marketing influence consumers between the age
15 -25 to a very great extent . Thus influencer
marketing can be said to be one of the best way
for one to promote or launch their own brand into
the various market

64
There has been a drastic change in various
marketing stratergies right from the start of the
year 2011 , in the year 2010 instagram was
released as a social networking application for IOS
users soon in the year 2012 instagram was also
released and made available for android users .
today in2022 one can actually say that Instagram
is one of the best tools to promote and start your
own .

65