Digital Divas: Exploring the Effects of Influencer Marketing on Millennial Shopping Preferences

Abstract

In today's marketing landscape, influencer marketing has emerged as a highly effective tool for companies leveraging social media platforms and influencers to promote products and reach vast audiences. Given the digital orientation of today's millennial, who are avid users of social networks, they represent a primary target demographic for brands employing this strategy. This study aims to ascertain the factors associated with influencer marketing and consumer buying behavior, particularly among millennial, and to evaluate the impact of influencer marketing on consumer purchasing decisions. Data from 846 respondents across seven divisions of Rajasthan were collected for analysis. Through exploratory factor analysis, correlation analysis, and regression analysis, the study identifies influencer marketing as a significant driver of consumer buying behavior, highlighting the influential role of various Influencer Marketing factors. The findings underscore the importance of influencer marketing in shaping consumer behaviour.