Impact of influencers on sales

Abstract

Increased penetration of social media in our day to day lives has paved way for influencer marketing. The purpose of this study is to analyze the impact of influencers on sales. Through secondary data research we inferred that purchase intention, brand awareness and brand credibility are the three major variables affected and hence we formed our hypotheses around these three. To test the hypotheses, we conducted an experiment where the respondent was shown an advertisement with or without influencer at randomly and questions based on the above variables along with demographics were asked. We then analyzed the data collected through this experiment/survey using AN OVA and Chi-square to arrive at the conclusion and recommendations.