Influencer Marketing in Kerala’s Food Industry: The Power of Storytelling

This study delves into the impact of storytelling in influencer marketing within Kerala's food industry, specifically focusing on its influence on consumer perceptions and purchasing decisions. With the increasing prevalence of social media, food influencers play a crucial role in shaping consumer behaviour by sharing authentic and relatable stories that resonate with their followers. The main objectives are to investigate the factors that drive consumer engagement with food influencers and to analyze the storytelling techniques utilized by influencers themselves. To achieve these goals, a mixed-methods approach is used, which involves gathering quantitative data through surveys targeting both consumers and influencers in Kerala. Statistical tools and econometric models are then applied to analyze the data, revealing significant trends and correlations between storytelling and consumer behaviour. Descriptive statistics offer insights into the demographics of consumers and influencers, while cross-tabulation and chi-square tests are used to examine the relationships between categorical variables. Additionally, logistic regression analysis is conducted to assess the impact of trust in storytelling on purchasing behavior. The findings underscore the crucial role of storytelling in building trust and engagement among consumers, particularly among higher-income groups and younger demographics who are influenced by authentic narratives. Furthermore, influencers with extensive experience employ storytelling techniques to enhance their effectiveness and engagement metrics. The study concludes with actionable recommendations for businesses and marketers in the food industry, emphasizing the significance of storytelling in influencer marketing strategies. This research provides valuable insights into the dynamics of influencer marketing in the food sector, offering a framework for future studies on the interaction between storytelling, consumer engagement, and brand loyalty in the digital age. Keywords:Influencer Marketing, Storytelling, Consumer Behavior, Food Industry, Engagement