IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASE BEHAVIOUR WITH REFERENCE TO UNDERGRADUATE STUDENTS (GEN Z) IN MANGALORE CITY

Abstract

INowadays, influencer marketing has become more popular strategy for brands to reach their target audience and influence the Consumer behaviour. This research paper aims to explore the impact of influencer marketing on consumer behaviour, with a focus on its effectiveness in increasing brand awareness, improving brand perception, and driving sales. This research paper aims to connect all the factors together with the help of primary and secondary data.The objective is to analyze the link between the average consumer’s trust in influencers and the resulting consumer behaviour of the young generation of Mangalore in the age group of 17-22 which is called Gen Z . Primary data will be collected through a structured questionnaire. The observations will be studied and presented in the form of findings. Primary data is collected through Google form. Statistical tools used for this data collection are Simple Percentage analysis