Published Paper Details:

Today's Influencers are believed to be an extension of word-of-mouth or reference marketing that exited from hundreds of years since the beginning marketers realised the importance of using influential people to transfer the message to the masses. Social media influencers are those who use images, videos, and other posts on social media platforms to affect consumers' impressions of a company or product. It is a new form of marketing that works beyond traditional marketing and it is not limited to just selling a product but broadens the horizon to building a brand identity and creating a trustful relation between the audience, the brand, and the influencer. As the number of people who use social media grow, so grows the number of influencers and so does the number of companies choosing to use influencer marketing. The scope is big, the audience is endless and the influencers. This paper is an attempt to understand the issues and challenges of Influencer Marketing and the relative influence of influencer marketing on consumer purchasing behaviour. To Conduct Survey, the Sample population has been Choose by convenience Sampling. Primary and secondary data both has been used; the primary data has been collected through structured questionnaire with responses of 100 respondents from various age groups of Social Media Users. Data has been tabulated & analyzed to understand the concept of Influencer Marketing. The study reveals that the credibility of influencers is significantly influenced directly by trustworthiness, information quality, and entertainment value, as well as significantly influenced indirectly by these factors and consumers' intention to make purchases.