A DATA-DRIVEN ANALYSIS OF THE IMPACT OF INFLUENCER MARKETING ON CUSTOMER BUYING BEHAVIOR: A STUDY ON MAMAEARTH BRAND

This study examines the impact of influence on marketing on customer buying behavior with reference to the Mamaearth brand. It analyzes how influencer attributes such as credibility, trust, and expertise, along with content factors like authenticity and engagement, influence consumer purchase decisions. Using a data-driven approach, the research evaluates the effectiveness of different influencer types, including macro, micro, and nano influencers. The findings indicate that influencer marketing significantly enhances brand awareness, builds trust, and drives purchase intention. Micro and nano influencers show higher engagement levels. The study offers practical insights for improving marketing strategies and optimizing return on investment in digital campaigns.