Impact of Social Media Influencer on Consumer Decision Making

Social Media Influencer has become the name of the game in the world of advertisement today. Use of famous Social Media influencers is the utilization of influencers to enhance brand image and boost sales has become a widely adopted strategy by almost every company. India, in particular, has a strong tradition of revering influencers from the world of cinema. However, this practice has sparked a controversial debate on whether it genuinely aids in the brand-building process and subsequently leads to increased sales, or if it is merely a superficial tactic that adds costs ultimately borne by consumers. It is noteworthy that the presence of a renowned influencer can generate considerable buzz, albeit at times unnecessarily, thereby addressing the issue of excessive communication that plagues today's competitive business landscape. Consequently, it is imperative to delve into whether advertisements featuring influencers have a positive impact on people and whether they genuinely contribute to added value for both consumers and the company as a whole. This study employs a descriptive research approach and a non-probability sampling design, specifically the convenience method, for data collection. Data were collected from 520 respondents covering the areas of NCR (Near Capital Region) including Delhi, Ghaziabad, Noida and Greater Noida.