A Study on the Effect of Social Media Influencers' Endorsement on the Buying Behaviour of the Customers for Lifestyle and Electronics Product

Authors: Shilpa Chhugani, Dr. Shaifali Tripathi

Country: India

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Abstract: Today, most businesses are consumer centric in their approach and prefer digital marketing and social media marketing. Advertising on social media is done in a very subtle manner, almost at a subconscious level, and influencers are a good example of that. This type of advertising has a long-lasting impact on the public. If done right, it is interactive, engaging and forms a connection rather than only appealing to the rational side of the consumer. Lifestyle and electronic industries play a massive role in the buying behavior of this youth. Lifestyle is good at creating visuals with the help of influencers for food, fitness, organic, products, etc. and is the latest trend. Electronics appeal to the tech-oriented youth and are commonly advertised by almost all influencers on various platforms. This research paper aims to connect all these factors together with the help of primary and secondary data.

Keywords: Social media, Youth, Consumer behavior, Lifestyle, Electronics, Influencers

Paper Id: 230461

Published On: 2024-02-07

Published In: Volume 12, Issue 1, January-February 2024

Cite This: A Study on the Effect of Social Media Influencers' Endorsement on the Buying Behaviour of the Customers for Lifestyle and Electronics Product - Shilpa Chhugani, Dr. Shaifali Tripathi - IJIRMPS Volume 12, Issue 1, January-February 2024.

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