Paper Details
The Impact of influencer marketing on lifestyle products
Authors
Shayan Musanna, Dr. Ruchika Nayyar
Abstract
This study examines the evolving landscape of influencer marketing, particularly its impact on lifestyle products. With the rise of social media platforms such as Instagram, YouTube, and TikTok, influencer marketing has transformed from traditional celebrity endorsements to a dynamic ecosystem where individuals with varying levels of social influence collaborate with brands. This research explores the effectiveness of influencer marketing in the lifestyle product industry, focusing on consumer behavior, perceptions, and the psychological mechanisms underlying these phenomena. Through a mixed-methods approach, combining quantitative surveys and qualitative interviews, the study reveals that authenticity, trust, and emotional connections with influencers significantly impact consumer attitudes and purchasing decisions. The findings highlight the importance of strategic influencer selection, authentic storytelling, and long-term relationship building for successful influencer marketing campaigns.
Keywords
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Citation
The Impact of influencer marketing on lifestyle products. Shayan Musanna, Dr. Ruchika Nayyar. 2024. IJIRCT, Volume 10, Issue 3. Pages 1-9. https://www.ijirct.org/viewPaper.php?paperId=2405024