Influencer Marketing: Popularity of Brand Posts Among Youth using Instagram in Guwahati, Assam
Anindita Dey
Anindita Dey, Ph.D. Research Scholar, Mass Communication, The Assam Royal Global University, Guwahati, Assam, India.
Manuscript received on 29 January 2024 | Revised Manuscript received on 07 February 2024 | Manuscript Accepted on 15 March 2024 | Manuscript published on. 30 March 2024 | PP: 16-21 | Volume-3 Issue-3, March 2024 | Retrieval Number: 100.1/ijmcj.C106903030324 | DOI:10.54105/ijmcj.C1069.03030324
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Influencer marketing involves companies working with online influencers to promote their products. Other influencer marketing collaborations are less concrete; influencers have massive online and social media followings. Some people have hundreds of thousands (if not millions) of followers. It is still likely that many of them will appear to be ordinary people. They may have just a thousand followers, or even fewer in some cases. Nevertheless, they will have established their reputation as industry experts. Depending on their field of expertise, these are the ones who produce the most interesting social postings. They publish the most beautiful content and create the most exhilarating movies, and host the most interesting and informative online debates. The purpose of this thesis is to explore how popular Instagram influencers are, to study the efficiency of influencer marketing in promoting a certain product, and its future in the marketing sector. In addition, the study attempts to investigate customers’ review behaviours, desired qualities of influencers, and the reasons behind their activities. We used an objective technique with qualitative and quantitative data to achieve the goal of this study. The information was acquired through a questionnaire and Interviews with the influencers. Influencer marketing is most effective when top influencers and story specialists are seen to be trustworthy. Furthermore, it was discovered that influencers have significant influences on consumer behaviour when it comes to information search and alternative recognition.
Keywords: Brand post, Influencer Marketing, Instagram, social media, Youth
Scope of the Article: Media Studies