Published Paper Details:

Social media influencer marketing has become a vital strategy for enhancing brand visibility and credibility, especially for women-led startups in Tamil Nadu. This study investigates how influencer marketing influences the growth and visibility of these startups, focusing on the unique challenges they face, such as budget constraints and finding suitable influencers. Utilizing a sample of 140 respondents, the study integrates both primary and secondary data, employing ANOVA, percentage analysis, and correlation analysis to provide insights into the effectiveness of influencer marketing. Results reveal significant variations in awareness, understanding, and familiarity with influencer marketing processes among different age groups. Notably, significant differences exist in perceptions of influencer relevance, authenticity, and engagement effectiveness. The study also finds weak correlations among various social media platforms, indicating limited cross-platform interrelationships. Recommendations include standardizing collaboration processes, reallocating resources to focus on impactful marketing elements, and fostering organizational learning through influencer marketing. These findings underscore the need for tailored marketing strategies and targeted training to optimize influencer marketing efforts, ensuring that women-led startups can effectively leverage social media to compete and grow in a dynamic business environment.