Influencers Marketing Impact on Consumer Buying Behavior

Abstract

Due to continuous advancement and development in the fields of science and technology, the social media landscape has changed altogether. New modes of marketing have been introduced out of which one is influencer marketing. Majority of the people have become users of the social media platforms and they use these platforms to express their feelings of likeness and dis-likeness towards brand offerings. This study aimed to identify the impact of influencer marketing on consumer buying behaviors by analyzing word of mouth as a mediator in the fast-food industry of Pakistan. For this study, the targeted population (the group of people, with specific characteristics, who can participate in the study) includes the people from twin cities (Islamabad and Rawalpindi) and uses the products and services of fast-food restaurants. Moreover, 250-300 participants filled the questionnaire during the data collection process, which then later on have been analyzed with the help of a software named as SPSS. The study is conclusive, including the cause and effect relationship. The results of the study states that all the hypothesis have been proven true and therefore, influencer’s marketing have a positive impact on consumer buying behavior and word of mouth as well. Similarly, there has been found a positive relationship among word of mouth and consumer buying behavior along with a positive mediation of word of mouth in the relationship of influencer’s marketing and consumer buying behavior.