SUMMER TRAINING PROJECT

ON

“A Study on Impact of Influencer Marketing on Brand Awareness at Finexus”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF

THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Dr. Upasana Diwan

Associate Professor, RDIAS

SUBMITTED BY:

Name of the Student- Tanisha Singh

Enrollment No.-02015903921

MBA, Semester- III Morning B

Batch 2021– 2023

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2015 Certified Institute

NAAC Accredited:A+Grade (2nd Cycle), Category A+ Institution (by SFRC, Govt. of NCT Delhi)

(Approved by AICTE, HRD Ministry, Govt. of India)

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085

 CHAPTER 1

INTRODUCTION OF THE STUDY

1.1 About the Topic

Influencer Marketing

Influencer marketing is not yet academically defined in literature. So far mainly online
encyclopaedias and business magazines have covered the topic at length. Influencer
marketing shows similarities to word-of-mouth marketing and can be considered as a digital
form of word-of-mouth marketing.

There are various definitions of influencer marketing, for instance, “a type of marketing that
focuses on using key leaders to drive a brand’s message to the larger market” (Byrne,
Kearney & MacEvill, 2017, p.1). Li & Du (2011) also believe that an influencer is similar to
an opinion leader, they define it as an influential person with a strong personal brand.
Together with the two mentioned definitions, the authors believe that it could be specified
even further to describe influencer marketing in an online environment. Therefore, in this
thesis it will be defined as follows; influencer marketing uses a person who has built up a lot
of followers on a social media platform such as Instagram or blogs. Furthermore, the person
is also seen as trustable and brands use this person to spread product- and brand awareness
(De Veirman et al., 2017).

Brand Awareness

Brand awareness denotes whether consumers know about a certain brand and whether they
can recall or distinguish it (Keller 2008). Brands of which consumers are aware are more
likely to be included in consumers’ consideration set when making purchase decisions
(MacDonald and Sharp 2000). Brand awareness plays an important role in consumers’
purchase decisions (Barreda et al. 2015) and can serve as a heuristic cue or shortcut in
decision-making (Hoyer and Brown 1990).

The leading goals of brands’ influencer marketing campaigns include expanding brand
awareness, reaching new targeted audiences, and improving sales conversion (e.g., Esseveld
2017; Statista 2018). Brands that invest in influencer marketing aim to garner brand mentions
from influencers, which in turn can boost brand awareness among their targeted consumers
and consequently drive sales. Given that brand awareness is one of the leading goals of
influencer marketing and plays a significant role in purchase behaviors, we decided to focus
this study on brand awareness rather than other attitudinal evaluations of ads or brands.

1.2 About the Industry

Digital marketing is one type of marketing is widely used to promote products or services and
to reach consumers using digital channels. Digital marketing extends beyond internet
marketing including channels that do not require the use of Internet. It includes mobile
phones (both SMS and MMS), social media marketing, display advertising, search engine
marketing and many other forms of digital media. Through digital media, consumers can
access information at any time and any place where they want. With the presence of digital
media, consumers do not just rely on what the company says about their brand but also they
can follow what the media, friends, associations, peers, etc., are saying as well. Digital
marketing is a broad term that refers to various promotional techniques deployed to reach
customers via digital technologies. Digital marketing embodies an extensive selection of
service, product and brand marketing tactics which mainly use Internet as a core promotional
medium in addition to mobile and traditional TV and radio. Canon iMage Gateway helps
consumers share their digital photos with friends online. L’Oréal’s brand Lancôme uses email
newsletters to keep in touch with customers and hence tries to strengthen customer brand
loyalty (Merisavo et al., 2004). Magazine publishers can activate and drive their customers
into Internet with e-mails and SMS messages to improve re-subscription rate (Merisavo et al.,
2004).

Influencer Marketing Trends in 2022

1. Micro and Nano influencers are the new celebs!

The audience connection goes a long way. It looks like nano and micro-influencers have
mastered this skill. Compared to real celebs, like movie stars, they may not have a massive
following; however, their engagement rate is significantly high! 
2. The rise of video content

Video content has become the pillar of the overall marketing space. Leveraging it effectively
with influencer marketing can help transform your brand. Brands with influencers can
monetize long-form content with the help of Instagram videos. 
3. The emergence of new social media tools

Social media is a dynamic space. If you cannot entirely focus on social media platforms, you
might have to bear a loss. Platforms like Instagram, Facebook, etc., are upgrading only for the
better. 

Tools like Social Commerce, Lives, Reels, etc., are only helping brands bring more revenue.
There is no surprise that influencer marketing has become essential to optimize these features
appropriately.

Players in the Industry

1) Stargazer is the expert on building effective influencer marketing and activating

long-tail influencers for mobile apps. We handle everything from identification to logistics,
management, tracking, and reporting. Stargazer influencers generated 10M app installs across
multiple verticals.
2) GRIN is the pioneer behind the world’s first Creator Management
platform, designed for the next generation of brands who recognize that, in the creator
economy, authenticity is everything. Our platform supports every brand’s journey to
connecting with consumers through authentic creator relationships and is listed #1 across all
top review sites including Capterra, G2 Crowd and Influencer Marketing Hub.

3) Moburst is the foremost leader in mobile app marketing and an

industry pioneer of app store optimization (ASO).Each day companies ranging from startups
to the world’s most recognizable brands, including Google, Samsung, Reddit, Uber,
YouTube, Philips, Robinhood, and Playtika leverage Moburst creative, ASO, user
acquisition, influencers marketing, and mobile consulting services to enhance their products
and maximize KPIs, in addition to achieving exponential growth.
1.3 About the company

It's difficult to predict who will outshine whom in a highly competitive market, and it's much
more difficult to choose which marketing agency to work with.

Finexus takes a unique approach to each client, personalizing our services to your specific
company needs. We work hard to figure out what works best for your company and
implement improvements that will result in a positive return on investment. We can assure
you that you are working with a staff that is genuinely enthusiastic and educated about your
specific requirements, not simply with concepts or promises.

Our Services

Some of the most successful campaigns for our clients have been designed by our skilled
professionals. We strive to consistently surpass expectations, create unforgettable memories,
and elevate companies to their full potential.
Our Work
1.4 Learning from the Internship

Roles and Responsibility

 Research
 Competitive Analysis
 Content curation of relevant articles, social media content etc.
 Blog monitoring
 Compiling data
 Pitching in ideas for campaigns
 Prepare a monthly content calendar
 Manage and execute social media content
 Act as a bridge between the client and the design team

Finexus company engaged in marketing, especially social media marketing, conducts market
research & content research in its digital marketing section. The importance of doing market
research in social media marketing to find and gather the right clients for the company.
I was assigned to collect data about influencers and companies that have social media by
using search techniques and given daily targets by mentor to be able to find target markets.
The results of the market research are in the form of targeted social media insights as well as
client contacts that the company will contact for further cooperation offers.

The duty to be able to contact and inform clients regarding the cooperation offered is also
part of the department. Finexus clients are social media influencers and Indian brands where
they are contacted and informed via Direct Message on their social media pages.

In this activity, I had to contact and inform clients about research data that has been done
previously. Before sending a message to the client, I was asked to prepare a write-up message
with the points in the message containing an explanation of Finexus and the cooperation
offered.

I gained knowledge and skills, especially in social media analyzing research by analyzing the
content of the client, competitors, and topics given by the mentor. I learned that in analyzing
social media it is necessary to see the audience interacting with such content, especially in
insight which includes the number of comments, the number of likes, followers of a social
media account, analyzing various audiences who see content in a social media account,
whether the content is interactive and provides information for the audience. The results of
my research conducted were used to create content timelines for social media.

During the internship, market research activities are carried out by collecting data on
potential clients to be contacted regarding cooperation information offered by Finexus. This
market research conducted collects client data from social media, where this client is an
Indian influencer with more than 10,000 followers on Instagram and also influencers with
content topics such as food blogger, lifestyle, health, etc. I also conduct market research by
analyzing social media by looking at insights that include comments on a post on social
media, the number of likes, and seeing how audiences interact with content on social media.
 CHAPTER 2

LITERATURE REVIEW
2.1 Theoretical Background

The central theme of social influence theory, as proposed by Kelman (1958), is that an
individual’s attitudes, beliefs, and subsequent actions or behaviors are influenced by referent
others through three processes: compliance, identification, and internalization. Kelman
(1958) posited that social influence brings about changes in attitude and actions, and that
changes may occur at different “levels.” This difference in the level of changes can be
attributed by the differences in the processes through which individuals accept influence.
Kelman (1958) delineated three primary processes of influence as described below:

 Compliance is assumed to occur when individuals accept influence and adopt the
induced behavior to gain rewards (or, approval) and avoid punishments (or,
disapproval). Hence, “the satisfaction derived from compliance is due to the social
effect of accepting influence.”

 Identification is said to happen when individuals adopt the induced behavior in order
to create or maintain a desired and beneficial relationship to another person or a
group. Hence, the satisfaction occurs due to “the act of conforming.”

 Internalization is assumed to occur when individuals accept influence after perceiving

the content of the induced behavior is rewarding in which the content indicates the
opinions and actions of others. It is also stated that individuals adopt the induced
behavior realizing that it is congruent with their value system. In this case, therefore,
the satisfaction occurs due to “the content of the new behavior.”

Each of the three processes can be represented by a function of the following three
determinants of influence: (a) the relative importance of the anticipated effect, (b) the relative
power of the influencing agent, and (c) the prepotency of the induced response (Kelman
1958). 

2.2 Variables Identification

S.NO. Title Author Year Findings

1. Influencer Marketing: Chen Lou & 2019  Entertainment

How Message Value Shupei Yuan Value
and Credibility Affect
 Consumer Trust of  Trustworthiness
Branded Content on
Social Media

2. A study of factors Cuong Nguyen, 2020  Credibility

affecting brand awar- Danh Nguyen  Attractiveness
eness in the context of  Spread
viral marketing in
Vietnam

3. The effects of ad Yingsi Tan, 2021  Ad

heuristic and systematic Shuang Geng, informativeness
cues on consumer brand Sotaro Katsum-
awareness and purchase ata, Xiaojun  Ad
intention: Investigating Xiong persuasiveness
the bias effect of
heuristic information
processing

2.3 Review of Literature

The Rise of Social Media Influencer Marketing on Lifestyle Branding-Morgan

Glucksman(2017)Social media influencers who promote a lifestyle brand are most successful
interacting with consumers when they are authentic, confident, and interactive in their
content. While this research focused on lifestyle branding, the same likely holds true for
many products that public relations agencies and marketers promote, from automobiles to
electronics to household products. The use of social media influencer marketing in lifestyle
public relations initiatives has broken the wall between the consumer, the brand, and
followers through social media content.

Influencer marketing: brand control, commercial orientation and post credibility-

Francisco J. Martínez-López , Rafael Anaya-Sánchez , Irene Esteban-Millat , Harold Torrez-
Meruvia , Steven D’Alessandro & Morgan Miles(2020)Leveraging social media influencers
allows companies to provide information on their products in a more social and interactive
way. Yet, scholarly research on the implications of the effect of influencers on consumer
trust, their interest and the purchase decision process is still in its infancy.Results show that
trust of the influencer is reduced more by the post’s perceived commercial orientation than
perceived brand control of the influencer’s post. Although perceived brand control also
reduces the willingness to search for more information.

Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing-Evelina

Francisco1 , Nadira Fardos1 , Aakash Bhatt1 & Gulhan Bizel(2021)Influencer marketing has
emerged as a practical approach for brands to communicate and engage with their consumers.
As the literature suggests, the relationship between influencers and brands can be mutually
beneficial. This research found that younger Instagram users, those in the 18 to 24-year-old
age group, are more likely to follow influencer accounts. This population is very aware of the
relationship between those influencers and the brands they promote. Additionally, these
respondents hold high regard and seek influencers that are transparent about the advertising
of products and brands

Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility,

and brand credibility impact the effectiveness of Instagram promotional post-Susanna
Lee & Eunice Kim (2020)In today’s era of digital marketing, more original ways to connect
with consumers via social media are needed to break through the advertising clutter. The
most effective approach to creating a nonirritating promotional post on social media sites is to
use celebrities as influencers. Influencer marketing, a modern form of celebrity endorsement,
has gained increasing popularity given its ability to reach elusive online consumers.
Celebrities’ profiles are at the top of the most-followed Instagram accounts, often used by
brands to deliver advertising messages to their followers. However, despite the increasing
popularity of influencer marketing on Instagram, limited academic research has investigated
factors that affect the effectiveness of this new marketing technique.

Relationship between Advertising Disclosure, Influencer Credibility and Purchase

Intention-Vesna Sesar, Ivana Martinčević(2022) Understanding influencer credibility and
online advertising and explaining its implications is the basis for analyzing customer
purchase behavior. Novelties in digital marketing are visible in the growth of advertising
through digital platforms using micro-influencers, compared to the former trend of using
celebrities in creating brand awareness with the purpose to reach many customers and
influence their buying decisions. Research results indicate the importance of advertising
disclosure and influencer credibility in influencer marketing, since brand awareness created
through influencers’ credibility increased by displayed advertising disclosure significantly
affects purchase intention of participants.

The Impact of Influencer Marketing on Perception and Experience of Unknown, Weak

and Strong Brands-Julia Pitz, Dr. Isabelle Kohler(2018) This study shows that influencer
campaigns impact the perception and experience of the endorsed brand. Compared to strong
brands, this effect is even more pronounced for weak brand. In case a brand is unknown, the
strongest perceived influencer characteristics are transferred to the endorsed brand. This
highlights the importance of selecting an influencer, who inherits the meanings that the brand
intends to convey to its target group.

Impact of social media influencers on customer engagement and brand perception-

Rahul Chander Jaitly,Omvir Gautam(2021) With the new technology opening new avenues
for digital communication, social media influencers are now a significant voice for the
brands. They connect the consumers to their audience and form brand perception. With the
rise of social media, influencers are a part of integrated marketing experience using the sites
as a communication platform to build visibility for the brand profiles. Impact of the social
influencers has increased due to their intimacy with their followers and trust between them.
The rise in influencers can also be added to the guided topic search option provided by them.
Consumers can choose needful information based on their priority making the flow of
information need-based and relatable.

The Effects of Vlogger Credibility as Marketing Media on Brand Awareness to

Customer Purchase Intention-Anas Nagraha, Refius Pradipta Setyanto(2018) Celebrity
endorser has powerful influence on brand awareness, then occured customers’ purchase
intention than non- celebrity.According to Traveloka experience, they use kind a new
marketing strategy which is use Arief Muhammad such a vlogger on youtube to promote their
product and services, successful to bring positive influence to Traveloka in terms of
increasing the level of awareness and its purchase intention towards the product

Impact of Brand Awareness and Social Media Content Marketing on Consumer

Purchase Decision-Sinoka Ansar, Ghishwa Ansari, Muhammad Umar Ghori,Abd-ul
Ghafoor Kazi (2019) As per the results, it has been concluded that brand awareness has a
weak positive significant relationship with the consumer purchase decision. Whereas, social
media content marketing has a moderate positive significant relationship with the consumer
purchase decision. The findings reveal that social media content marketing has high input in
explaining the variance in consumer purchase decision

A study of factors affecting brand awareness in the context of viral marketing in

Vietnam-Cuong Nguyen1,Danh Nguyen(2020)Influencers are found to have a positive
impact on brand awareness in the viral marketing context. Therefore, enterprises should
choose appropriate influencers who are highly influential and suitable for the brand and target
customers that the enterprises aim to attract. The capacity to reach people of Influencers is
essential; however, a large number of followers will become useless if Influencers are not
suitable for the brand of the enterprise.

The effects of ad heuristic and systematic cues on consumer brand awareness and
purchase intention-Yingsi Tan a ,Shuang Geng a , Sotaro Katsumat-a ,Xiaojun Xiong(2021)
The increasing amount of social media users makes social media advertising a critical
marketing choice. However, how to engagement consumers and build brand awareness is still
a challenging question for marketers.Overall, these findings suggest that practitioners should
ensure the informativeness and persuasiveness of ad content, and select appropriate poster for
ad posting.

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of
Branded Content on Social Media-Chen Loua and Shupei Yuan(2019) This study proposed
a theoretical model to understand the effects of influencer marketing, which incorporates the
value of influencer content and source credibility into model testing and lays the groundwork
for a more comprehensive model. Despite the wide acclaim that it has received from the
industry, influencer marketing is yet to evolve. There will be more questions to be examined
regarding the effects of influencer marketing in light of the ever-changing interactive
advertising landscape, such as the recent popularity of vertical video (e.g., Instagram’s IGTV)
and experiential advertising.

Influencer Marketing on Instagram-Rong-Ho Lin1, Christine Jan , and Chun-Ling

Chuang(2019) One of the most important findings was that the F/F-ratio of Instagram
influencers positively impacts influencer credibility. Influencer credibility is an essential
factor in our research because it positively influences attitude toward the UGC, which has a
positive impact on the attitude toward the brand. The attitude toward the brand has a positive
effect on the viral and purchase intentions. In sum, all the successive behavioral variables are
positively based on influencer credibility.

The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness
Overseas-Anna Makrid-es, Demetris Vrontis, and Michael Christofi(2019) More research
needs to be done about the impact of a business location on the effectiveness of brand
awareness strategies, and future research should focus on understanding global differences
since digital marketing is advancing at diverse speeds and in unique ways across the world.
Digital Marketing is a multifaceted topic in both marketing and scholarly research. It has
been approached from numerous perspectives. Yet, several gaps about the actions that SMEs
can implement across channels and devices to engage customers on an international level
remain

Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer

Behavior of Millennial-Anjali Chopra Vrushali Avhad and Sonali Jaju(2020). Consumers
today are more aware and informed and are able to tell the difference between an
endorsement and a genuine recommendation. Brands that use influencers without studying
the fitment between the influencer and the brand story are more likely to be deemed
inauthentic. A sustainable strategy would require marketers focusing on identifying the right
influencers and using them to drive brand engagement by identifying the target audience for
whom the communication would be relevant.

Conceptualising Influencer Marketing-Diederich BAKKER(2018)Influencer marketing is

growing globally and receives much attention in the marketing community. In an over-
communicated world, authentic content from influencers can break through the clutter and
help brands to build meaningful relationships with their target audiences. The academic
literature is scarce in this domain especially in finding suitable theoretical foundations for
relevant aspects of influencer marketing. Especially the brand perspective requires a
structural approach to professionalise the application of influencer marketing. Brand
managers need to understand consumer decision making and how influencer marketing is
located in this construct

More than meets the eye: The functional components underlying influencer marketing-
Colin Campbell,Justine Rapp Farrell(2020) Influencer marketing will undoubtedly continue
to gain traction in the coming years. In a movement that some have called confluence culture,
there is broad recognition that the advertising industry must “adapt to embrace the new reality
of interactive content, emerging media, and production/ consumption methods”

Impact of social media Influencer marketing on consumer at Ho Chi Minh City-Lê

Giang Nam, Hoàng Thái Dân(2018) research findings suggest that corporations,
communications and marketers should grasp insights of impacts and effects of influencers
towards purchase decision of consumers in order to establish marketing strategies that fits
consuming tendency as well as exploit effectively influencer marketing. Further, developing
influencer marketing will help save more advertising and promotion costs than traditional
marketing activities, consequently maximise company’s profits.

Influence of brand signature, brand awareness, brand attitude, brand reputation on

hotel industry’s brand performance-Pantea Foroudi(2017) to achieve a competitive
advantage, corporations should have a clear understanding of favorable global brand
signatures, which is influenced by two main factors, namely, brand name and brand logo
(typeface, design, and color).A company’s brand name is established as one of the critical
factors, which influences the favourability of the brand signature.

Influencer Marketing: Reaching the Right Person at the Right Place-Ms. Aruna
Nidamarthy,Ms. Blanche D’mello,Dr. Sharmiladevi J.C(2020) Gender is not significantly
influence the trusting opinion, trusting product reviews and likely purchases. But the different
age groups show significant positive results on trusting opinions on social medic, trusting
product reviews and the likely purchases. Marketers also need to focus on reaching the kind
of consumer who has significant purchasing power or one that can influence purchase
behaviour. While reaching a wide audience is necessary to establish a brand, it is also
important to add to sales and revenue through this form of marketing.
2.4 Research Gap

The study will contribute to filling the gap with the aim to determine the effect of
involvement in Instagram influencer following and perceived trust in Instagram influencer’s
brand-related content on customer’s brand awareness.

2.5 Rationale of the Study

The purpose of this study is to understand how Influencer/Celebrity posts have an impact on
brand awareness. Beyond that, the consumer’s brand attitude will also be analyzed, that, if the
consumer’s opinion about a certain brand (products, services, etc.) also changes negatively or
positively according to the influencer’s posts. Previous research has established how
marketing influencers affect consumer purchasing intentions, but it has not addressed the
implications of marketing influencers on overall brand equity by emphasizing the role of
brand awareness and customer brand engagement.
 CHAPTER 3

Research Methodology
Research Objectives

1. To examine the relationship of brand awareness with influencer marketing.

2. To analyze does influencer marketing play a role in brand awareness

3. To investigate the effects of influencer marketing on brand.

Aim of the Research

The research aims to understand the impact of influencer marketing on brand awareness and
the consumers’ mindset and their intention toward the brand post influenced by the
influencers.

Research Design

In this research, the writer used the descriptive method because of the variables to be
explored the relationship and aim to present an overview of the relationship between the
variables studied.

Sources of Data

Data has been collected from two sources which are primary and secondary data.

Primary Data: Primary data was collected by online questionnaires prepared through Google
Forms.

Secondary Data: Secondary data was collected from different internet sources and is used to
study the existing market situation and general information. The data has been collected from
reviews of the book, digital libraries, journals, online databases on other web resources, and
various cited research papers which are already been published by various authors related to
the study being already reviewed.

Sample Size

Population Location: Delhi NCR

Number of respondents: 100

Method of collection: Data was collected through google forms. A questionnaire was made
and a link to the same would be sent through what’s app, email, and other social media
platforms at the respondent’s convenience.

Sampling Method

Here, we have used a non-probability convenience sampling technique in which the sample
members are chosen based on the researcher’s knowledge and judgment. In this study, we
have taken people between the 18 and above age group.

Data Analysis Technique

For analysis of the project, percentage analysis with the help of statistical tools (pie chart, bar
graph) and Regression by using MS Excel .

The Dependent and Independent Variables

The Dependent Variables of the study are

Influencer Marketing

Brand Awareness

The Independent Variables are

Social Media

Attractiveness

Entertainment

Influencers
 CHAPTER 4

DATA ANALYSIS AND RESULTS

  GENDER

GENDER %

48% MALE
52%
FEMALE

Interpretation
From the above chart, it can be interpreted that 48% of respondents are female and 52% of
respondents are male.

 AGE

AGE %

7%
15%
18-25
50% 26-35
36-50
Above 50
28%

Interpretation
From the above chart, it can be interpreted that 50% of respondents are of 18-25 years age
group, 28% of respondents are of 26-35 years age group and 15% of respondents are of 36-50
years age group, and 7% of respondents are of above 50 years age group
  OCCUPATION

OCCUPATION %

12% 10%
GOVT SERVICE
22% COPORATE SECTOR
BUSINESS
STUDENT
44%
12% OTHERS

Interpretation
From the above chart, it can be interpreted that 10% of respondents are in the Government
Service,22% of respondents are in Corporate Sector,12% of respondents are Businessman,
44% of respondents are Students, and 12% of respondents are others.

 INCOME LEVEL

INCOME LEVEL %

NO BELOW 1 LAC 1 LAC-3

IN- 5% LAC
COME 16%
32% 3 LAC- 5 BELOW 1 LAC
LAC 1 LAC-3 LAC
11% 3 LAC- 5 LAC
ABOVE 5 LAC
NO INCOME

ABOVE 5 LAC
36%

Interpretation
From the above chart, it can be interpreted that 5% of respondents are of below 1 lac income
level, 16% of respondents are of between 1 lac-3 lac income level and 11% of respondents
are of 3 lac-5 lac income level, 36% of respondents are of above 5 lac income level, and 32%
of respondent are of no income.
  Are you present on social media channels?

Are you present on social media channels?

YES
NO

100%

Interpretation

From the above chart, it can be interpreted that 100% of respondents are present on social
media channels.

 How many types of social networking accounts do you use?

Types of social networking accounts

1%
17%
1
2
58% 24% 3
More than 3

Interpretation

From the above chart, it can be interpreted that only 1% of respondents type of social media
account, 17% of respondent use 2 types of social media accounts, 24% of respondent use 3
types of social media accounts, 58% of respondent use more than 3 types of social media
account.
  Which of the following social media channels are you using the most?

Chart Title
Linkedin 23 20 16 11 5 6 13

Pinterest 20 4 15 14 10 7 17

Youtube 36 22 20 7 2 2 9

WhatsApp 58 2 3 6 12 15

Twitter 22 11 15 12 7 8 15

Instagram 68 5 4 8 12 10

Facebook 35 16 7 14 5 4 13

Interpretation

From the above chart, it can be interpreted that

 On a regular day, how many hours do you spend on social networking channels?

How many hours do you spend on social

networking channels

7% 6%
14% 0-30 min
30 min - 1hr
35% 1hr - 2hr
2hr-4hr
More than 4hr
38%

Interpretation

From the above chart, it can be interpreted that 6% of respondents use social media for 3o
mins only, that 1% respondent use social media for 30min -1hr, 38% of respondents use
social media for 1hr- 2hr, 35% of respondents use social media for 2hr -4hr, and 7% of
respondents use social media for more than 4hr

 Have you ever shopped online?

Have you ever shopped online

YES
NO

100%

Interpretation

From the above chart, it can be interpreted that 100% of respondents have shopped online.

 What type of products do you purchase most often?

Type of products do you purchase most often

Books/ Magazines 56

Electronic Gadgets 72

Food Groceries 63

Beauty Products 54

Jewellery 51

Tickets( concerts,movies) 67

Fitness Products 62

Health Products 52

Clothing 93

Interpretation

From the above chart, it can be interpreted that

  Where do you seek for information before making a purchase? (1 meaning the one you
use the most, 4 meaning the one you use the least.)
70
70

60 57

50
40
38
40
30
30
24
20
18
20 16 16 16 15
12 13
7 8
10

0
1 2 3 4

Social Media Brand's Website Online Forums Blogs

Interpretation

From the above chart, it can be interpreted that

 Do you follow any influencers on the social media you are using?

Chart Title

9%
6%

YES
NO
MAYBE

85%

Interpretation
From the above chart, it can be interpreted that 85% of respondents follow influencers on
social media, 6% of respondents doesn’t follow influencers on social media, and 9% of
respondents are not sure about following influencers on social media

 How many influencers are you following in total?

Chart Title

3%
18%
1-5
5 - 10
55% 10 - 20
24% More than 20

Interpretation

From the above chart, it can be interpreted that 55% of respondents follow around 1-5
influencers, 24% of respondents follow around 5-10 influencers, 18% of respondents follow
around 10-20 influencers, 3% of respondents follow more than 20 influencers.

 What Factors do you consider while choosing influencers on social media?

Chart Title

2% 9% 16%
Number of followers
12% Reach to the audience
Quality of Engagement
Voice
Others
61%
 Interpretation

From the above chart, it can be interpreted that

 What type of influencers are you mainly following?

Chart Title
 very likely 51 22 44 31 39 44

 likely 11 23 14 15 15 14

 neither unlikely nor likely 12 19 23 28 17 20

unlikely 8 12 6 10 7 10

 very unlikely 18 24 13 16 22 12

Lifestyle influencer Beauty influencer Travel influencer

Fashion influencer Sports influencer Food influencer

Interpretation

From the above chart, it can be interpreted that

  In your opinion, what is the main reason you are following an influencer? 

me more connected with the same minded people, like Influencer's followers.

I'm interested in influencer's personal life.

Influencer makes me entertained. strongly agree

agree
neither disagree nor agree
I resonate with influencer's posts.  disagree
strongly disagree

I find influencer inspiring.

I like what an influencer shares.

0 5 10 15 20 25 30 35 40 45

Interpretation

From the above chart, it can be interpreted that

  Are you aware of the collaboration’s influencers do with brands?

Chart Title

6%

YES
NO

94%

Interpretation

From the above chart, it can be interpreted that 94% of respondents are aware of influencers’
collaborations with the brands, that 6% of respondents are not aware of influencers’
collaborations with the brands.

 What is your opinion regarding influencer collaborations with brands? 

 Chart Title
11
strongly agree 3
41
17
agree 34
17
36
neither disagree nor agree 36
23
16
 disagree 22
7
20
strongly disagree 5
12

IInfluencer
like to seecollaborations
whom my favoriteinfluencers
with brands are making
are working
me unfollow
with.I get
with. the
inspired
influencer
to follow
I followed
the brands my favorite influencers are
collaborating with

Interpretation

From the above chart, it can be interpreted that

 How strongly do you agree with the following statements? 

If an influencer has a positive opinion about the brand they endorse, I have as well. 7 10 40 29 14

I trust brands that were endorsed by the influencers I follow. 8 9 28 35 20

I can recall brands with whom influencers had collaborated. 9 11 19 39 22

I trust influencers I follow. 5 11 24 35 25

I have a positive opinion about the influencers I follow 7 9 27 43 14

I feel influenced by the influencers I follow. 11 9 14 28 38

0 20 40 60 80 100 120

strongly disagree  disagree neither disagree nor agree

agree strongly agree

Interpretation

From the above chart, it can be interpreted that

 How many times did you recognize a product/ service that one Influencer was
endorsing?
 Chart Title

8%
22%
25% Zero Time
1 - 2 times
2 - 5 times
More than 5 times
45%

Interpretation

From the above chart, it can be interpreted that 22% of respondents never recognize a
product/ service, 45% of respondents 1-2 times recognize a product/ service,25 % of
respondents 2-5 times recognize a product/ service, 8% of respondents more than 5 times
recognize a product/ service that one Influencer was endorsing.

 Please fill in the following as per your views on endorsements of brands on social
media platforms. (1-Most preferred, 5-least preferred)

Chart Title

47

28

13
9
3
1 2 3 4 5

Interpretation

From the above chart, it can be interpreted that