Digital Desi: Analysing the Rise of Hyperlocal Influencer Marketing and Consumer Engagement in Tier-2 and Tier-3 Cities of Western Uttar Pradesh

Abstract In recent years, the marketing landscape in India has witnessed a paradigm shift with the rise of hyperlocal influencers, particularly in Tier-2 and Tier-3 cities. This study explores the emerging role of local digital influencers in shaping consumer behaviour across semi-urban districts of Western Uttar Pradesh, including Meerut, Aligarh, Saharanpur, and Muzaffarnagar. While much of the existing literature focuses on metro-centric digital strategies, this research addresses a critical gap by analysing how localized influencer content impacts trust, brand preference, and purchase decisions in underserved markets. Employing a quantitative research design, primary data was collected from a stratified random sample of 350 respondents across seven districts. Variables such as social media engagement, trust in local influencers, purchasing behaviour based on influencer recommendations, and marketing channel recall were examined. Data analysis techniques included descriptive statistics, chi-square tests, and correlation analysis to assess relationships among key variables. Findings reveal that 68% of respondents follow local influencers, with 42% reporting purchases directly influenced by their recommendations. A statistically significant relationship was observed between trust in influencers and brand preference, with a notable inclination toward local brands over national or international counterparts. WhatsApp, Instagram, and YouTube emerged as dominant platforms for hyperlocal marketing engagement. The study contributes to marketing theory by contextualizing digital influence in non-metro geographies and offers actionable insights for marketers aiming to penetrate India’s next billion digital consumers. It also sets the foundation for further research on vernacular content, regional influencer ecosystems, and rural digital adoption trends. Keywords: Hyperlocal influencers, Tier-2/Tier-3 cities, Western Uttar Pradesh, digital marketing, consumer behaviour, brand preference, influencer trust, social media engagement