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Author(s) : Dr. Ram Kishen Y, Dr Bharati Wukkadada, Dr Aparna Jain ISSN : 0974 - 9497 Year : November 2021 | Volume : 15 | Issue : 3/4 Abstract: Influencer marketing is word-of-mouth marketing to popularize the product This marketing tool is becoming increasingly popular in digital marketing and the impact of influencers is not only seen on consumers but can also be seen on the companies. The influencers help the companies to create brand equity and in turn positioning. A micro-marketing model has been designed by the authors and the proposed model was tested by using regression analysis& Factor analysis in SPSS and collected a sample of 100 users via convenience sampling. Our study finds, (in the Indian context)that a weak brand can have a positive impact by a strong influencer while it can be weak if the influencer is not so strong. On the other hand, if the brand is strong like Colgate, it has minimal impact by the influencers, although the image of the influencers can be used to transfer their image to the product i.e., helpful in positioning. Therefore, it is crucial for the managers to carefully evaluate the influencers while associating them with their brand. Download File Download File Open File
