The impact of influencer marketing on consumer behaviour: An empirical study in Malappuram municipality

In the contemporary digital landscape, influencer marketing has emerged as a dominant strategy for businesses seeking to enhance consumer engagement and influence purchase decisions. With the rise of social media platforms, influencers-individuals with a substantial and loyal follower base play a pivotal role in shaping consumer perceptions and behaviors. This empirical study examines the relationship between influencer marketing and consumer behavior, focusing specifically on consumers within the Malappuram Municipality. The research is descriptive in nature and relies on both primary and secondary data. Primary data was collected through structured questionnaires from 52 respondents residing in Malappuram. The study explores key variables including time spent on social media, types of influencers followed, content engagement, and the influence on purchase behavior. Analytical tools such as percentage analysis and graphical presentations were employed to interpret the data. Key findings indicate that Instagram is the most frequently used platform for engaging with influencers, and fashion and food-related influencers are the most followed categories. A significant proportion of consumers reported that they engage with influencer content primarily through video formats, and many admitted that such content sometimes affects their purchase decisions. Furthermore, while a majority expressed neutrality toward product satisfaction, a notable segment acknowledged recommending influencer-promoted products to others. The study concludes that influencer marketing significantly affects consumer engagement and has a moderate influence on purchase behavior. This paper provides valuable insights for marketers aiming to design effective influencer campaigns and for researchers examining the evolving dynamics of digital consumerism.