Study of the impact of influencer marketing on the buying behaviour of teenagers

Abstract

In this research paper researcher has critically evaluated the impact of influencer marketing on the buying behaviour of the teenagers. With the help of simple random sampling, the sample size of 136 teenagers has been selected and a survey has been conducted to identify the impact of influencer marketing on teenagers. From the analysis it was found that teenagers use social media platforms to buy beauty and fashion products and their decisions are influenced by them.It was also found that females are more influenced by influencers than males. This paper also highlights how much time the teenagers spent on social media platforms. It was found that 49% use social media platforms hours a day, 25% three to four hours a day and 26% 5 hours or more than five hours a day. 77% use social media platforms daily. 52% opined that the sponsored content on social media is authentic and genuine. On the other hand, they are aware about the paid partnership of the influencer. Attitude towards the sponsored content is positive. This study also shows that influencers have strong good will. This good will affect the buying behaviour of the teenagers.