Influencer marketing: Instagram & YouTube bloggers strategies driving consumer purchases

Abstract

The study was conducted on Influencer Marketing: Instagram and YouTube bloggers Strategies Driving Consumer Purchases. The main objective of the study is to analyse and understand the strategies employed by influencers on Instagram and youtube to drive consumer purchases through influencer marketing and then to examine the impact of influencer marketing on consumer behaviour and purchasing decisions and also exploring different tactics which is used by influencers.The research adopts a survey approach where self-administered questionnaires were issued to gather data from the respondents to measure their opinion regarding theinfluencer’s strategies on consumer purchases. The data is collected through both primary and secondary source. In primary data a questionnaire has been framed and collected from 75 respondents, books, websites are referred as secondary data. The statistical tools used under the study are chi-square, Anova, Correlation, Henry Garrett ranking method, weighted average method. It can be concluded that majority of the employees agreed that safety and welfare measure have impact on the performance and motivate them to work effectively, by implementing these facility, greater impact is on productivity and morale, so in order to boost high morale organisation can enhance recreation facility to their employees. The employees stated that they are satisfied with the existing safety and welfare measures provided in the company, through proper recognition, employee assistance program, live training and awareness on handling of machinery can lead to have higher level of satisfaction.