SUMMER INTERNSHIP PROJECT REPORT

ON
STUDY ON THE APPLICATION OF INFLUENCER MARKETING

Submitted in partial fulfilment of the requirements for

Master Of Management Studies (MMS)

Academic Year: 2022-2024

Submitted by

KHAN ARSALAN USMAN

ROLL NO: A202216

SEMESTER III
BATCH: 2022-2024

Under the guidance of DR. SATISH G. ATHAWALE

H.K. INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

JOGESHWARI (W), MUMBAI: - 400-102

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 DECLARATION
I hereby declare that the project entitled “STUDY ON THE APPLICATION OF
INFLUENCER MARKETING” is my original work and I have not copied the content from
any source. If any part of the content is found copied then I will be solely responsible for the
action taken on me in future by the institute or by the university.

Student Name: Khan Arsalan Usman

Student Signature:
Date: 09th Nov, 2023
Batch: 2022-2024
Specialization: Marketing
SIP Organization: Fame Of Name Pvt. Ltd

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 CERTIFICATE

This is too certify that the dissertation in partial fulfilment for the award of Master of
Management Studies under University of Mumbai from H.K. Institute of Management Studies
and Research is a result of the Bonafide research work carried out by Mr. Khan Arsalan Usman
under my supervision and guidance, no part of this report has been submitted for award of any
other degree, diploma, fellowship or other similar titles or prizes. The work has also not been
published in any Journals/Magazines.

Date:

Place: Mumbai

Project Guide Director

Name of the Guide Dr. Satish G. Atahwale

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6
 ACKNOWLEDGEMENT

At the outset of this project, I would like to express my profound thanks to a few people without
whose help, completion of this project would not have been possible.
First and foremost, I would like to express sincere thanks to “Fame Of Name Pvt. Ltd” for giving
me this opportunity to work with them.
The list is endless but to name a few special people, I would like to thank Yash Kothari & Vidhi
Jain Head of Fame Of Name for being extremely supportive and guiding me throughout my
internship and giving me constant motivation and expert advice.
I would also like to thank the entire Business Development Department for providing me their
precious time and making this internship a successful learning experience.

I would also like to thank Dr. Satish G. Athawale for being an excellent mentor and helping me
whenever I approached him.

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 TABLE OF CONTENT

1 Declaration 2

2 Acknowledgement 3

3 Executive Summary 5

4 Introduction 7

5 Company Profile 10

6 Literature Review 13

7 Research methodology 16

8 Research Hypothesis 17

9 Data Collection 18

10 Data analysis 19

11 Finding 45

12 Limitation 46

13 Conclusion 47

14 References 53

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 EXECUTIVE SUMMARY

A brand works with an online influencer to promote one of its goods or services through influencer
marketing. Some influencer marketing agreements are less tangible than that brands easily
collaborate with influencers to raise brand awareness.

PewDiePie, a well-known YouTuber, served as an early example of influencer marketing. He

collaborated with the creators of a horror movie set in the French catacombs beneath Paris to
produce a number of movies in which he overcame problems there. It earned almost twice as many
views as the movie trailer and was the ideal content for PewDiePie's 27 million members. Everyone
gained That serves as a straightforward illustration. Even if the pitch consists of a series of 10-
minute videos rather than a 30-second television spot, it's simple to picture a celebrity working with
a brand to promote a product.

However, if influencer marketing didn't have a far wider range of applications, nobody wouldbe
talking about it, and you wouldn't be reading about it at a website called the Influencer Marketing
Hub either. And that term, influencer, is the key.
Influencers can be found anywhere, unlike celebrities. Anybody might be one. Their substantial
online and social media followings are what give them influence. A well-known fashion
photographer on Instagram, a knowledgeable cybersecurity writer who tweets, a reputable
marketing executive on LinkedIn—all of these individuals might be considered influencers. There
are significant people in every field; you just need to identify them.
Numerous people will have hundreds of thousands or even millions of followers.
However, many of them will come off as more common. They could have fewer than 10,000
followers in some circumstances. Nevertheless, they will have earned a reputation as the leaders in
their industry. They are the experts who people turn to for information and answers. They are the
individuals who create the most interesting social postings on their specialised subjects, depending
on their area of competence. They post the most beautiful images, create the funniest films, and host
the most educational internet forums

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 INTRODUCTION

Influencer marketing is the practice of paying people for the on social media about a good or service.
Influencer marketing is becoming more popular, and many advertisers now intend to either begin
using influencers or they should employ them more frequently in their media combinations. Despite
this expansion, influencer-specific strategic or academic information is still scarce. In this article,
we discuss the history of influencer marketing as well as the various influencer categories that are
now in use. The audience, the endorser, and the social media manager are the three functional parts
of influencers that we have identified. The manysources of value that influencers may be able to
provide marketers are then described for each of these elements. We consult relevant scholarly
studies to provide.
Influencer marketing

Despite worries that influencer marketing—indeed, all marketing—might decline as a result of

Covid19, it didn't and has instead grown in popularity since 2020. Many other businesses changed
their business strategies to survive in the Covid and post-Covid worlds while some, like travel and
airlines, first had to retrench considerably and scale back their operations and marketing. Even the
more Covid-affected businesses are already showing signs of rebirth. A global economic slowdown
and rising inflation rates over the past year have made it more challenging for people to pay for
their basic needs, let alone perceived frills.
Businesses now face more intense competition for the dollar, pound, or euro of consumers.
Successful companies recognise the value of marketing, especially influencer marketing, amid
difficult times.

Influencer marketing's estimated market size raised from $1.7 billion when this website initially
went live in 2016 to $16.4 billion in 2022. Additionally, this is expected to increase by another 29%
in 2023, reaching an estimated $21.1 billion.
Influencers produce content, which is the magic bullet that marketers are looking for to achieve
remarkable success. In 2021, influencers' influence and reach have expanded. According to
Facebook, spending on influencer marketing is expected to reach $13.8 billion in 2021 as firms
attempt to engage customers through influencers.

Facebook conducted 12 studies across five verticals in the Asia-Pacific region, and the results
showed that combining branded content ads with regular campaigns increased click-through rates
by 40%, the likelihood that users would view more content, and the likelihood that users would
convert to purchases by 80% (4X lift on conversions, on average).

According to a GroupM and Exchange4media Group research on the influencer marketing market
in India, more than 400 million Indians had access to social media before the pandemic. There has
been a huge shift in consumer behaviour, and this number has risen. 70 percent of the influencer
marketing volume is contributed by the top 4 categories, which are personal care (25 percent), food
and beverage (20 percent), fashion and jewellery (15 percent), and mobile and electronics (10
percent). Celebrities make up 27% of the budget,
Digital influencers make up 73% of the total, and over two-thirds of Indians follow influencers.

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 Influencer Marketing Expected to Grow

Advantages of Influencer Marketing:

• Enables a wide relevant audience reach for better engagement and conversions.
• Builds trust and credibility through influencer collaborations.
• Expands brand reach by leveraging influencer's follower base and amplification
power.
• Being cost-effective, particularly for niche markets, compared to traditional marketing.
• Shortens the sales cycle by leveraging influencer recommendations.
• Saves time by outsourcing content creation and distribution to influencers.

Limitations of Influencer Marketing:

• Lack of certain information or sources for information taken from social media
• Sudden change in trend or any information used in the paper since the trend of this
topic keeps changing
• Narrow view of the entire topic
• Variable data as consumer opinions can change over times.
• Wrong influencer collaborations can negatively impact brand alignment and audience
targeting.
• Mistakes in campaigns, like low-quality content or controversial behaviour, can damage
brand reputation.

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• Measuring precise impact and ROI is challenging due to lack of standardized metrics
and attribution.
• Inherent risks exist as influencers may face scandals and controversy or because of
changing trends affecting brand association.

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 COMPANY PROFILE

Influencer marketing and content partnerships are treated at a very surface level.
The actionable 360° insights into your entire digital campaigns and product delivered to your
business teams, now that’s the game changer.

With Fame Of Name teams can now collaborate cross functionally and automate creator , content
and revenue pipelines immediately with 360° actionable insights and enterprise grade security at
the core.

Fame Of Name is leveraged by 100s of gama users solving use cases likeinfluencer marketing,
creator commerce, community marketing, affiliate marketing, customer advocacy, social success
cycle, social commerce, campaign ROI optimization, customer engagement, PR & communication,
D2C E Commerce and more

The Goal of Company

It began with the aim of growing firms better with immensely mordern and creative ideas. think of
us as more of a creative partner then just an agency. Our clients chose us and are sustained with us
as they get a group of young minds with the most modern, urbanised and creative strategies

We are building the Influencer commerce platform from India, for the globe at the confluence of
data, intelligence, tools and services unlocking the influencer commerce opportunity with a vision
to democratize influence and social commerce, intending to solve the problem of quality traffic &
measurable ROI on marketing activities for brands.

Mission of Company
Our mission is to empower businesses to thrive and succeed by providing comprehensive
advertising and marketing solutions that drive growth, build brands, and engage audiences. Through
our strategic insights, creative prowess, and relentless pursuit of excellence, we aim to be the
catalysts that elevate our clients' success to new heights.

Vision of Company
Our vision is to revolutionize the advertising and marketing landscape by creating impactful and
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memorable campaigns that connect businesses with their target audiences in innovative and
meaningful ways. We aim to be a leading force in driving business growth and brand success
through strategic thinking, cutting-edge technology, and creative excellence

Services Provided by Company

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SUCCESSFUL CAMPAIGNS OF FAME OF NAME

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 LITERATURE REVIEW

Since they are considered as an also reliable source of information, influencers can have a direct
impact on the purchasing decisions of their audiences and followers. This is due to the audience's
ability to identify with them and regard them as a member of their own (De Veirman et al., 2017).
Additionally, they are seen as a mark of respect for being a respected tastemaker in one or more
niches. As businesses continue to eschew conventional promotional methods, there are greater
emphasis on getting these influencers to recommend their products to their fans to infinity (De
Veirman et al., 2017). because of the significant increase in influencer Lack of empirical data on
the effectiveness of disclosure and advertisement features in enhancing customer comprehension,
earlier studies aimed to be able to comprehend how the presence and diversity interms of disclosure
for Instagram influencers posts have an impact on how well users may identify the content as
advertising (Evans et al.2017). Gaining the trust of customers depends greatly on disclosure.
Researchers in the past have consumer exposure to micro influencers (1,000–100,000) has been
found to followers) indicate greater levels of expertise, and clients who have find sponsored
products more appealing than those without endorsements disclosure. The findings also show that
consumers typically make more purchases. With regard to the products that micro influencers who
disclose and make use of #disclosure hashtags, according to Kay et al. and Britt et al. (both 2020).

Some studies have attempted to analyze the network and content of micro and mega fashion
influencers and discovered that micro influencers typically play a far more major role in their
networks than in their tweets, retweets, and mention network. According to studies (Evans et al.,
2017), disclosure language used in Instagram influencer advertising has a beneficial impact on how
well people recognize advertisements. Studies have looked at the impact of disclosure wording in
addition to that.

The focus of some studies has been on analyzing the network and content of micro and mega.
Influencers in the fashion industry have found that micro influencers frequently have a much
Bigger impact. Rather than in the network of tweets, retweets, and mentions that they create, role
in their networks (Britt et al.) (2020). Studies have attempted to look into how Instagram's
disclosure language affects users.

Ad recognition is positively impacted by influencer advertising (Evans).et al., 2017).

Several studies investigate the effects of disclosure language. The group of trehan have tried to
understand how people react to the data that influencers post. Researchers have found that these
factors influence why people follow influencers, especially women. Prior interest in a particular
topic/product, perceived relatability and authenticity of the. he or she who has influence (Coco and
Eckert, 2020). Zhang and colleagues. Content on message rebroadcasting and found that it is
Ineffective. Not only the message's content, but also the message's fit with its audience outdated
Research. have found that the content or message has a strong commercial orientation.

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It has a negative effect on how it is perceived, lowering trust and eroding the influencer's authority.
message's legitimacy (Martinez-López et al., 2020). Disclosure, according to researchers, boosts the
authority of vloggers and influencers, increasing the acceptance of the message of endorsement
Their audience finds them to be very credible and influential,
According to Chapple and Cownie(2017).On the other hand, it was the opposite when the disclosure
applied to alcohol-related advertisements. low likes and comments (Zhang et al. 2016; Hendriks
et al., 2020).The importance of disclosure in food marketing to children has also been found by
studies. hardly changes anything (Coates et al., 2019).The variable is viewed with a very positive
attitude. Important factor to evaluate SMI's effectiveness. Kim and Kim (2020) have demonstrated.
they determine through their investigation whether there is a fit between the influencer and
the product.
When a product is endorsed, its attitude rises. The research also revealed a, as well.
relationship between sponsorship disclosure and product perception (Kim and Kim, 2020).

According to most studies, the more fans or followers a brand or influencer has, the more powerful
they are greater use of social media.
By demonstrating that people, a few studies refute this supposition.
make an assumption about the authority of influencers or SM accounts based on the number
of likes.
The amount of views a post receives in relation to the size of its likely audience was evaluated and
found to be both high and low. The likes-to-followers ratio has a bad effect on how credible an
influencer is thought to be impedes the use of social media for marketing, according to Vries
(2019).
Influencer marketing is becoming more popular among marketers for a variety of reasons.
The audience feels more connected to influencers than to celebrities, and it is more affordable.
Researchers have verified that the audience believes influencers to be more reliable.
Traditional celebrities and when they support a brand consider using an influencer rather
than a conventional celebrity (Jin et al., 2019).The primary goal of marketers, is to learn about
potential customers' purchase intentions, and studies have time for that. It was once more
emphasized that using an influencer has clear advantages over. According to Trivedi and Sama
(2020), celebrities influence consumers' intention to buy. Previous studies have looked into the
relationship between Instagram post types and products. Brand attitude and credibility
perception are impacted by placement types, as has been discovered that consumers who were
exposed to the influencers' original environments produced greater corporate legitimacy and a
more positive attitude towards brand posts than before Followers were only exposed
to the product conditions; they were not exposed to the source conditions (Jin and.2019
(Muqaddam). There are numerous variables that can influence purchase intention. Researchers
have made an effort. Consider factors like source reliability, source allure,
and product compatibility a bearing on purchase intent and discovered that only products with
meaning and compatibility sell. Transfers impact the intention to buy. Additionally, studies
have revealed that consumers.

Purchase intention is influenced by attitude (Lim et al., 2017).As have other researchers.
confirmed that source attractiveness (appearance/photo), credibility, and advertising content.
and similarity have a favorable effect on both purchase intent and brand attitude (Lou.
2019; Sokolova and Kefi, 2020; Pöyry et al., 2019; and Yuan. 2019).
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Also, researchers shown attitude is positively correlated with social interaction but not
with physical contact. Attractiveness reveals a bad relationship or none at all both the credibility.
Influencer and PSI show an important and favorable relationship to purchase intention.
2020 (Sokolova and Kefi) Other researchers have backed up the earlier studies that cited that
source.
Credibility and appeal are key factors in influencing purchase intention. Researcher
studies have shown that source expertise and are equally important to source credibility
and attractiveness.
Disclosure boosts consumers' desire to buy. Additionally, the research emphasized the good.
Effect of a large number of followers on the attractiveness, credibility, and sales of a source.
with good intent (Weismueller et al., 2020). The study by Vries (2019), which shows the opposite.
said that having more likes isn't always better. The success of YouTube influencer marketing is
often cited by academics as being significant. consumer opinion of the reliability of information.
The has been examined by researchers a high level of consumer perception led to the success of
YouTube influencer marketing, discovered the veracity of the information and that arguments,
social influence, and veracity were all present. The elements that affect the information's credibility
are quality and information involvement consumer perceptions of information on YouTube (Xiao
et al., 2018).
Another important sector that has benefited from influencers is tourism.
marketing. Previous studies have demonstrated the link between travel influencers and travel.

Influencer-consumer harmony has a positive effect on their followers' travel-related behaviors.

intentions for a visit (Rinka and Pratt, 2018; Magno and Cassia, 2018).
Few researchers have attempted to evaluate Instagram's rising professionalization.
The relationship that influencers have with their fans and the advertisers they collaborate with is
governed by them and Instagram in the tourism sector (Van Driel and Dumitrica, 2020).

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 RESEARCH METHODOLOGY

Problem Statement:
To do an analysis on how influencer marketing strategy helps promote and scale businesses.

Research Objectives:
To understand the role of Influencer Marketing in brand promotion
To analyse if Influencer Marketing has a reach towards targeted market.
To study Influencer the growth of Influencer Marketing in modern business.

Research Design:
The design is descriptive as well as exploratory in nature. As both original research aswell as data
already was used for completion of this research.

Target Sample:
Consumers who use internet or social media in Mumbai.

Sampling Procedure:
In the method selected we will be using convenience sampling for the research.

Sample Size:
Sample size for this particular research is consumers.
Total. 105 consumer.

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 RESEARCH HYPOTHESIS

SET 1

H0: Influencer marketing does not help in brand promotion

H1 Influencer marketing helps in brand promotion.

SET 2

H0: Influencer marketing does not have a better reach towards targeted market
H1 Influencer marketing has a better reach towards targeted market

SET 3

H0: Influencer marketing does not have growth and potential

H1: Influencer marketing has good growth and potential.

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 Data Collection

Sources Of Data
Primary data
Secondary data

Primary Data:
Primary data is the data gathered first hand for the purpose of this research
Primary data has been gathered through two sources
 Survey question
 Personal experiences

Secondary Data:
Secondary data is the data that exists already in form of books, journals, magazines,websites, and
research paper.
It is relevant to the research even though it was not procured with the intention forthis specific
research
I have gathered my secondary data from following sources
 Websites
 Research Papers
 Books

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 DATA ANALYSIS

Good Marketing makes the company look smart. Great Marketing makes the business feel smart
Joe Chernov. This survey was intended to seek out the interest of consumers of any age who use
internet or social media on daily basis. The questions were based on finding out what kind of
perception people have towards Influencer Marketing and the strategies used by influencer
marketers its impact and its use on consumers and how they find this kind of marketing useful in
today’s time. To understand the users role and their interest towards influencer marketing to also
understand how brands nowadays use influencer marketing to scale their business
On the conclusion of the survey following were my observations and finding.

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 AGE:

Interpretation

Respondent between age 19 or younger is 1.9%

Respondent between 20-30 years of age is 44.8%
Respondent between 31-40 years of age is 19%
Respondent between 41-50 years of age is 14.3%
Respondent between age 50 and above is 20%

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 GENDER:

Interpretation

39% Respondent are male.

57% Respondent are female.
4% respondent are others.

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 QUALIFICATION

Interpretation

The above chart is used to understand the demographics of the respondents tounderstand
which category they fall on.
Analysing the income category demographic of the respondents will better help usin targeting
them and positioning of the brand.
Among the respondents 54.1% of the respondents are Working professionals as highlighted in
red.
Among the respondents 21.6% of the respondents are Students as highlighted in blue.
Among the respondents 13.5% of the respondents are Unemployed as highlighted in orange
Among the respondents 10.8% of the respondents are Self-employed as highlightedin green.

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 HAVE YOU OBSERVED ADVERTISEMENTS OR PROMOTIONSON SOCIAL MEDIA

Interpretation

This question was a type of dichotomous question asked to understand if the consumers are aware
of the advertisements that are displayed on internet or social media sites.
This question helps determine how many consumers in today’s time fall prey through digital
marketing advertisements and tactics
According to the survey 94.3% people have responded yes for observing advertisementson social
media or any other portal or sites
The remaining 5.7% people have responded as no for observing advertisements on social media or
any other portal sites
This survey shows how mass population are active on social media sites as well as use internet on
regular basis thus making digital marketing more of a better option to opt foryour product or service
than any other traditional marketing

Page | 23
HAVE YOU EVER COME ACROSS AN ADEVRTISEMENT/PROMOTION AND CLICKED
ON IT WANTING TO BUY THE PRODUCT

Interpretation

The purpose to ask this question in the questionnaire was to understand the populations buying
choice if they would prefer buying a product online, it is also to understand how the consumers react
to an advertisement seen online, if they install a desire to buythe product or not.
As social media marketing is on the rise, more on more content and advertisement share on display
on the internet, and more consumers fall for buying products online
Considering all the perks that add to it with easier every service, more option varieties and better
discounts and offers.
Among the 105 respondents 55.2% of the population have responded for Yes for the question if
they have ever come across an advertisement and if they have clicked on
that particular advertisement wanting or instilling a desire to buythe product
Among the 105 respondents 22.9% of the population have responded for NO for the question if they
have ever come across an advertisement and if they have clicked on that particular advertisement
wanting or instilling a desire to buythe product.
Among the 105 respondents 21.9% of the population have responded for MAYBE for thequestion
if they have ever come across an advertisement and if they have clicked on that particular
advertisement wanting or instilling a desire to buythe product.

Page | 24
 HAVE YOU EVER FOLLOWED AN INFLUENCER ON SOCIAL MEDIA BECAUSETHEY
DO BRAND PROMOTIONS.

Interpretation

The reason to understand is to get an if influencers play a role in the buyingbehaviour and patterns
of the customer.
This gives us an understanding that influencers play a huge role in targeting and attracting the
customers Among the 105 responses 77.5% have responded for yes for the question if they have
ever followed aninfluencer on social media because they do brand promotions
Among the 105 responses 12.5% have responded for NO for the question if they have ever
followed aninfluencer on social media because they do brand promotions
Among the 105 responses 10% have responded for MAYBE for the question if they have ever
followed aninfluencer on social media because they do brand promotion

Page | 25
HAVE YOU EVER PURCHASED A PRODUCT PROMOTED BY INFLUENCER ONSOCIAL
MEDIA

Interpretation

The reason to understand is to get an understanding if influencers play a role in the buying
behaviour and patterns of the customer.
Among the 105 responses 77.5% have responded for yes for the question if they have everfollowed
an influencer on social media because they do brand promotions
Among the 105 responses 12.5% have responded for NO for the question if they have everfollowed
an influencer on social media because they do brand promotions.
Among the 105 responses 10% have responded for MAYBE for the question if they haveever
followed an influencer on social media because they do brand promotion.

Page | 26
HAVE YOU EVER UNFOLLOWED AN INFLUENCER ON SOCIAL MEDIA JUSTBECAUSE
HE /SHE PROMOTE BRANDS

Interpretation

The purpose of this type of question is to understand the consumers choice and following patterns
whether still in todays time there are people who rely on traditional marketing andbuy product
through a leaflet advertisement or pamphlet advertisments or rely on social media sites more.
Among the 105 respondants 55.3% of the population have responded for nofor the question if they
have ever or unfollowed an influencer on social media just because he /she promote brands
Among the 105 respondant 23.8% of the population have responded for YES for the question if
they have ever or unfollowed an influencer on social media just because he /she promote brands
Among the 105 respondants 22.9% of the population have responded for MAYBE for the question
if they have ever have ever or unfollowed an influencer on social media just because he /she
promote brands

Page | 27
 HAVE YOU EVER BROUGHT AN “UNKNOWN PRODUCT (NO BRAND)” ONLY
BECAUSE OFAN INFLUENCER

Interpretation

The reason to understand is to get an understanding if influencers play a role in the buying
behaviour and patterns of the customer.
Among the 105 responses 77.5% have responded for yes for the question if they have ever
brought an “unknown product (no brand)” only because of an influencer.
Among the 105 responses 12.5% have responded for NO for the question if they have ever
brought an “unknown product (no brand)” only because of an influencer.
Among the 105 responses 10% have responded for MAYBE for the question if they have
everbrought an “unknown product (no brand)” only because of an influencer.

Page | 28
 DO YOU THINK INFLUENCER HELP IN BRAND UNDERSTANDING AND BRAND
RELATION

Interpretation

The purpose of asking this question was to understand the user’s opinion on understanding if the
they influencer help the users in making them better understand the product and promote it thus by
creating a brand relation and also helping in positioning by building a brand image.
Clearly, out of the 105 responses 37 from the population have responded for Strongly agree for the
response do you think influencer help in brand understanding and brand relations.
46 from the population have responded for agree for the response do you think influencer help in
brand understanding and brand relations.
17 from the population have responded for neutral for the response do you think influencer help in
brand understanding and brand relations.
1 from the population have responded for disagree for the response do you think influencer help in
brand understanding and brand relations.
1 from the population have responded for strongly disagree for the response do you think influencer
help in brand understanding and brand relations

Page | 29
DO YOU THINK ITS CONVINIENT TO BUY A PRODUCT AFTER IT’S REVIEWED BY AN
INFLUENCER

Interpretation

The purpose of asking this question was to understand the user’s understanding or behaviour on
how they feel about buying a product through influencer, influencers make it easier for consumers
to better understand the product provide first hand review and build trust in the brand as well as
product which in turn helps the consumer in trusting the brand and building abrand image in the
minds of the customer
Clearly, out of the 105 responses 20 from the population have responded for Strongly agree for the
response do you think it convenient to buy a product after it’s reviewed by an influencer
52 from the population have responded for agree for the response do you think it convenient to buy
a product after it’s reviewed by an influencer
27 from the population have responded for neutral for the response do you think it convenient to
buy a product after it’s reviewed by an influencer
4 from the population have responded for disagree for the response do you think it convenient to
buy a product after it’s reviewed by an influencer
2 from the population have responded for strongly disagree for the response do you think it
convenient to buy a product after it’s reviewed by an influence.

Page | 30
 YOU THINK INFLUENCER MARKETING IS GROWING.

Interpretation

The purpose of asking this question is to understand what consumers and people who use social
media think about influencer marketing and the promotions that happen through them. Do they
actually get influenced by it and how do they feel about taking this field as a career option for
themselves.
This helps in understanding if Influencer Marketing is the new Rising star of social media marketing
The highest rating has been received for this considering respondents do consider this field as
growing
40 people or 38.1% ofthe population have given 5 as a rating for the questions asked as do theythink
influencer marketing is a growing field.
35 people or 33.3% of the population have given 4 as a rating for questions asked as do they think
influencer marketing is a growing field.
16 people or 15.2% of the population have given 3 as a rating for questions asked as do they think
influencer marketing is a growing field.
4 people or 3.8% of the population have given 2 as a rating for questions asked as do they think
influencer marketing is a growing field.
10 people or 9.5% of the population have given 1 as a rating for questions asked as do they think
influencer marketing is a growing field.

Page | 31
 DO YOU WISH TO BE AN INFLUENCER/OR CHOOSE THIS AS A CARRERPATH

Interpretation

CAREER PATH
The purpose of asking this question is to understand what consumers and people who use social
media think about influencer marketing and the promotions that happen through them. Do they
actually get influenced by it and how do they feel about taking this field as a career option for
themselves.
This helps in understanding if Influencer Marketing is the new Rising star of social media marketing
The highest rating has been received for this considering respondents do
consider this field as growing.
Here in case of the factor CAREER PATH out of 105 responses
The second highest rating has been received for this question as to if users feel they wish tochoose
influencing as a career path
40 people or 38.1% of the population have given 4 as a rating for do you wish to be an influencer/or
choose this as a career path.
29 people or 27.6% of the population have given 5 as a rating for do you wish to be an
influencer/or choose this as a career path.
23 people or 21.9% of the population have given 3 as a rating for do you wish to be an influencer/or
choose this as a career path.
9 people or 8.6% of the population have given 2 as a rating for do you wish to be an influencer/or
choose this as a career path.
4 people or 3.8% of the population have given 1 as a rating for do you wish to be an influencer/or
choose this as a career path.

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 DO YOU THINK INFLUENCERS HAVE A BETTER AUDIENCE REACH AND TRUST TO
PROMOTE BRANDS.
TARGET AUDIENCE

Here in case of the factor TARGET AUDIENCE out of 105 responses.

Interpretation

The highest rating has been received for packaging being one of the factors that influence theuser
for buying a product.
35 people or 33.3% of the population have given 5 as a rating for do you think influencer shavea
better audience reach and trust to promote brands.
31 people or 29.5% of the population have given 4 as a rating for do you think influencer share better
audience reach and trust to promote brands.
24 people or 22.9% of the population have given 3 as a rating for do you think influencer shave a
better audience reach and trust to promote brands.
8 people or 7.6% of the population have given 2 as a rating for do you think influencers havea better
audience reach and trust to promote brands.
7 people or 6.7% of the population have given 1 as a rating for do you think influencers havea better
audience reach and trust to promote brands

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 HYPOTHESIS TESTING

HYPOTHESIS 1

H0: Influencer marketing does not help in brand promotion

H1: Influencer marketing helps in brand promotion
For Testing this Hypothesis some pie charts will examine.

HAVE YOU EVER PURCHASED A PRODUCT PROMOTED BY INFLUENCER ON

SOCIAL MEDIA

Interpretation

From the responses we can get an understanding if influencers play a role in the buying behaviour
and patterns of the customer.

This gives us an understanding that influencers play a huge role in targeting and attracting the
customers
Among the 105 responses 48.6% have responded for YES for the question if they have ever
purchased a product promoted by influencer on social media.
Among the 105 responses 25.7.6% have responded for NO for the question if they have ever
purchased a product promoted by influencer on social media.
Among the 105 responses 25.7% have responded for MAYBE for the question if they have ever
purchased a product promoted by influencer on social media.

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 HAVE YOU EVER BROUGHT AN “UNKNOWN PRODUCT (NO BRAND)” ONLY
BECAUSE OF AN INFLUENCER

Interpretation

This gives us an understanding that influencers play a huge role in targeting and attracting the
customers.
Among the 105 responses 77.5% have responded for yes for the question if they have ever brought an
“unknown product (no brand)” only because of an influencer.
Among the 105 responses 12.5% have responded for NO for the question if they have ever brought
an“unknown product (no brand)” only because of an influencer
Among the 105 responses 10% have responded for MAYBE for the question if they have
everbrought an “unknown product (no brand)” only because of an influencer

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 DO YOU THINK INFLUENCERS HAVE A BETTER AUDIENCE REACH AND TRUSTTO
PROMOTE BRANDS
TARGET AUDIENCE

Here in case of the factor TARGET AUDIENCE out of 105 responses

Interpretation

The highest rating has been received for packaging being one of the factors that influence theuser
for buying a product.
35 people or 33.3% of the population have given 5 as a rating for do you think influencer have a
better audience reach and trust to promote brands.
31 people or 29.5% of the population have given 4 as a rating for do you think influencers have a
better audience reach and trust to promote brands.
24 people or 22.9% of the population have given 3 as a rating for do you think influencers have a
better audience reach and trust to promote brands.
8 people or 7.6% of the population have given 2 as a rating for do you think influencers havea better
audience reach and trust to promote brands.
7 people or 6.7% of the population have given 1 as a rating for do you think influencers havea better
audience reach and trust to promote brands.
Here by seen the responses we can say that the influencer marketing growing industry good future
So we accept H1

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SET 2

H0: Influencer marketing does not have a better reach towards targeted market
H1: Influencer marketing has a better reach towards targeted market

For testing this hypothesis we will examine the following charts

The first pie chart shows the consumers choice of access and their preference and buying modes
whether they are active on social media and whether they purchase products via socialmedia, this
will give us a clear understanding of what demographics to target on these social media sites and
which influencer has what type of target consumers, whether there are consumers active on social
media buying or no.

HAVE YOU OBSERVED ADVERTISEMENTS OR PROMOTIONS ON SOCIAL MEDIA

Interpretation

This question helps determine how many consumers in today’s time fall prey through
digital marketing advertisements and tactics.
According to the survey 94.3% people have responded yes forobserving advertisements on social
media or any other portal or sites.
The remaining 5.7% people have responded as no for observing advertisements on socialmedia or
any other portal sites.
This survey shows how mass population are active on social media sites as

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well as use internet on regular basis thus making digital marketing more of marketing a better
option to opt for your product or service than any other

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This survey shows how mass population are active on social media sites as
well as use internet on regular basis thus making digital marketing more of marketing a better
option to opt for your product or service than any other traditional.
well as use internet on regular basis thus making digital marketing more of a better option to
opt for your product or service than any other traditional marketing.

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The second chart has questions on how people are willing to buy online products thus shows that
there is a target market present on social media that can be targeted via influencer marketing.

Interpretation

As social media marketing is on the rise ,more on more content and advertisements are ondisplay
on the internet, and more consumers fall for buying products online considering all theperks that
add to it with easier delivery service , more option varieties and better discounts and offers.
Among the 105 respondants 55.2% of the population have responded for Yes for the question if
they have ever come across an advertisement and if they have clicked on that particular
advertisement wanting or instilling a desire to buy the product
Among the 105 respondants 22.9% of the population have responded for NO for the question ifthey
have ever come across an advertisement and if they have clicked on that particular advertisement
wanting or instilling a desire to buy the product
Among the 105 respondants 21.9% of the population have responded for MAYBE for the question
if they have ever come across an advertisement and if they have clicked on that particular
advertisement wanting or instilling a desire to buy the product.

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 .

DO YOU THINK INFLUENCER HELP IN BRAND UNDERSTANDING AND BRAND

RELATIONS.

Interpretation

The purpose of asking this question was to understand the user’s opinion on understanding ifthe
influencer help the users in making them better understand the product and promote it thusbycreating
a brand relation and also helping in positioning by building a brand image

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 DO YOU THINK ITS CONVINIENT TO BUY A PRODUCT AFTER IT’S REVIEWEDBY
AN INFLUENCER

Interpretation

The purpose of asking this question was to understand the user’s understanding or behaviour on
how they feel about buying a product through influencer, influencers make it easier for consumers
to better understand the product provide first hand review and build trust in the brand as well as
product which in turn helps the consumer in trusting the brand and building a brand image in the
minds of the customer
Clearly, out of the 105 responses maximum response for both the questions have come for Agree.
Thus from the analysis of all the charts we conclude that there is quite a good target audience and
reach on social media through influencer marketing and influencer marketing has quite a potential
towards the reach to these target audience.
Therefore,

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 SET 3

Interpretation

H0: Influencer marketing is not a growing field and has no potential

H1: Influencer marketing is a growing field and has good potential
To test this hypothesis we will be looking for few charts that shows us the results on how
respondents think towards influencer marketing and whether they believe it is a growing field also
the question asked in the survey was if they wish to choose this as a career path and most of them
have responded or given the highest rating for the same.

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 DO YOU WISH TO BE AN INFLUENCER/OR CHOOSE THIS AS A CARRERPATH

Interpretation

Thus a positive response on these factors prove that Influencer Marketing is indeed a growingfield
and has a lot of potential for future brand promotions and to be considering it as a good effective
marketing strategy among the Integrated Marketing communication plans of a brand.Therefore,
Failed to reject Ho

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 FINDINGS

• Age becomes a defining factor when prospecting a customer’s preference, choice or

behaviour towards a product.
• Age also determines the mindset of consumers and what they expect from the product or
service provided.
• Age plays a huge role and is known to be one of the key demographics in buying of consumer
behaviour pattern
• According to the survey 94.3% people have responded yes for observingadvertisements on
social media or any other portal or sites
• Among the 105 respondants 55.2% of the population have responded for Yes for the
question if they have ever come across an advertisement and if they have clicked on that
particular advertisement wanting or installing a desire to buythe product
• Among the 105 responses 77.5% have responded for yes for the question if they have ever
followed an influencer on social media because they do brand promotions
• Among the 105 respondants 55.3% of the population have responded for no for the question
if they have ever or unfollowed an influencer on social media justbecause he /she promote
brands.
• Among the 105 responses 48.6% have responded for YES for the question if they have ever
purchased a product promoted by influencer on social media.
• Among the 105 responses 77.5% have responded for yes for the question if they have ever
brought an “unknown product (no brand)” only because of an influencer.
• 46 from the population have responded for agree for the response do you think influencer
help in brand understanding and brand relations.
• 52 from the population have responded for agree for the response do you think it convenient
to buy a product after it’s reviewed by an influencer.
• 40 people or 38.1% of the population have given 5 as a rating for the questions askedas do
they think influencer marketing is a growing field.
• 40 people or 38.1% of the population have given 4 as a rating for do you wish to be an
influencer/or choose this as a career path.
• 35 people or 33.3% of the population have given 5 as a rating for do you think
influencers have a better audience reach and trust to promote brands.

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 LIMITATIONS

In this era of pandemic the biggest limitation I faced was that It was not possible to physically
collect data from people. I would have gotten a lot more insight on the subjectif the survey questions
would be filled physically Influencer Marketing is a very agile and growing field therefore a lot of
research on this field was not available also applying these tactics in upcoming new social media
platforms on digital marketing is still a new field to explore.

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 CONCLUSION

Online activity can play a central role in offline decision-making, allowing consumers to research
products. Social media have created new opportunities for marketers to expand their strategy
beyond traditional mass-media channels. Many use influencers to increase the reach of their
marketing messages. Online influencers who curate personal brands have become marketing
assets because of their relationship with their followers. Social-media influencers establish
themselves as opinion-leaders with their followers and may have persuasive strengthssuch as
attractiveness, likeability, niche expertise, and perceived good taste. The interactive and personal
nature of social media allows Para social relationships to form between influencers and their
followers, which impacts purchase behaviour. Influencer marketing on social media reaches
consumers who use ad-blockers. Influencers are here to stay but how theworld of influencer
marketing looks and operates has changed a great deal in a short time, andin five years may be
drastically different from today. This guide will help you get started withbuilding your strategy,
but like any social strategy it’s important to be ready for change.
Still, while there are some unique considerations to working with influencers, setting up a
campaign is the same as most marketing campaigns: research, set a budget, determine goals, find
your influencers and review and revise. Once you’ve gotten the rhythm down, one mightfind
oneself creating additional types of influencer marketing campaigns.

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QUESTIONNAIRE

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De Veirman, M., Hudders, L., & Nelson, M. R. (2019). What is influencer marketing and how does
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Taylor, C. R. (2020). The urgent need for more research on influencer marketing. International
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Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing:
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Brown, D., & Hayes, N. (2008). Influencer marketing. Routledge.

Gretzel, U. (2017). Influencer marketing in travel and tourism. In Advances in social media for
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Kadekova, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating
a new frontier of virtual opportunities. Communication Today, 9(2).

https://influencermarketinghub.com

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