Exploring the Role of Influencer Marketing: Consumer Perception and Brand Impact in Pune

This research explores the dynamic and rapidly growing phenomenon of influencer marketing and its influence on consumer behaviour and brand perceptions in Pune, India.The study adopts a mixed-methods approach, utilizing both quantitative surveys and qualitative feedback from 250 social media users aged 18-45.It aims to understand platform preferences, trust levels, and the overall impact of influencer-led promotions on purchase decisions.Results indicate that microinfluencers on platforms like Instagram and YouTube command the highest engagement, driven by their relatability and authenticity.Consumers prioritize transparency, consistent content, and domain expertise when forming opinions about influencers.These findings offer a localized perspective, empowering brands with actionable strategies to enhance digital outreach and consumer loyalty in urban Indian markets.