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1. The Effect of Influencer marketing on buying behaviour of young consumers Submitted by : Vaibhav Somani Enrollment No .: 21BBAN 152

2. I ntroduction Social media platforms were originally designed to help people connect with each other on a personal level. However, these sites have since evolved into highly valuable platforms for promoting brands and products through influencers. In fact, the impact of influencer marketing on consumer behavior has led to a major shift in the way customers make purchase decisions. These platforms have provided consumers with a new way to access product information and created profitable opportunities for brands and influencers alike. The main influencer marketing’s tools are social media in general (Instagram, facebook , Twitter and YouTube) .Influencer marketing presents new opportunities to the beauty and fashion industry.

3. Th eoretical Framework In this part, the goal is to explain deeper the main concepts of influencer marketing and the models and concepts related to social media marketing and customer behaviour Social Media Marketing ( SMM ) Social media marketing is a powerful form of internet marketing used by companies to promote products and services on social media platforms and web pages. Platforms and Focus on Instagram Interaction with the customers Digital electronic word of mouth

4. Influencer Marketing Influencer marketing is known as a new discipline used by companies to promote products and services of their brand. It is a form of brand communication and advertising which is different thanks to a more direct and effective way to reach an audience compared to normal advertising. Three perspectives of the influencer marketing:- Brand owner perspective Influencer perspective Consumer perspective Principles of influence 1) Reciprocity 2) Consistency 3) Social proof 4) Authority 5) Scarcity 6) Liking

5. Social Media Influencers(SMI) 1 Define Brand Voice Establish a clear, consistent tone of voice that reflects your brand's personality and values across all social media channels. 2 Align Visual Identity Ensure your logo, color scheme, imagery, and overall aesthetic are uniform on Facebook, Instagram, Twitter, and other platforms. 3 Coordinate Content Create a cohesive content strategy that shares a common theme, messaging, and call-to-action across your social media presence.

6. Research Methodology RQ1: How do the influencers within the fashion and beauty industries influencers using social media? RQ2: How the influencers marketing strategy impacts teenagers and young adult behaviour and purchasing behaviour? Our goal is to conduct a study that will allow us to answer these questions. Regarding the research approach, 2 types can be used independently or in combination, the deductive approach and the inductive approach

7. Research Methods There are two research methods respectively called quantitative method and qualitative method used to collect, process and analyze data.What differentiates These two methods are the way they collect data and the way they analyze it Regarding the quantitative method, it uses numerical data and is presented in the form of number and statistics and on the other hand qualitative method uses non numerical data and is mostly presented in words. Sampling technique The sampling strategy used in this research is purposeful sampling.

8. Measuring the Impact of Social Media on Brand Perception Data Analytics Leverage advanced analytics tools to track key metrics like engagement, sentiment, and reach across social media platforms. Consumer Surveys Conduct regular consumer surveys to gauge brand awareness, perception, and the impact of social media marketing efforts. Reporting & Dashboards Create comprehensive reporting dashboards to visualize the data and identify trends in brand perception over time. Influencer Analysis Monitor how key industry influencers and thought leaders are discussing and perceiving your brand on social media.

9. Influencer Marketing  Consumer Behavior

10. Impact of influencers on the followers 1 Influencer marketing value Integrate social media seamlessly across all brand touchpoints to create a cohesive and immersive brand experience. 2 Trustworthiness Leverage social media analytics to gain valuable customer insights and continuously refine the brand's social media strategy. 3 Expertise Stay agile and responsive to evolving social media trends and algorithms to maintain a strong, relevant brand presence. 4 Authentic Engagement Foster genuine connections with the audience by promoting user-generated content and encouraging two-way dialogues on social media.

11. Limitations