An Empirical Investigation on Source Credibility of Social Media Influencer in Tier-II cities of Central India – A sociological View

Author(s) : Dr Ratish C Gupta, Tripti Wadhwani
ISSN : 0974 - 497
Year : February 2020 | Volume : 14 | Issue : 1/4

Abstract: The rising growth and importance in social media have brought the rise of the social media influencers. An influencer is a person who has the power to influence the decision making of the consumers. Influencer marketing has become one of the effective communication tools for all companies. The objectives are being identified in the research paper, which includes the influence of demographics on perceived credibility and how it is influencing the decision making. The paper studies investigate the role of social media influencers and its role in decision making. Research Paper employs primary data collected through surveys and interviews. The study suggests that consumers are likely to get influenced by the internal traits of the influencers, which include trustworthiness and expertise. However, influencer marketing is on a growing stage in India, and social media influencers are taking the place of the celebrities, and their recommendations are seen to be more reliable than any other celebrity endorsements.


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