Instagram brand advocates an analysis of the Effectiveness of influencer marketing through Social media in Kerala

Abstract

In this contemporary world, digital engagement on Instagram plays an important role in newlineproduct/service advertising, with a particular prominence on the influential power of people. newlineInfluencers have a substantial authority and has the ability to convince potential customers due to their established credibility and huge followings. The influencing power of these people in forming consumer choices is making them as important players in the field of social media newlinemarketing. The main aim of this study is to assess the effectiveness of influencer marketing as newlinea medium of advertising in Kerala. Also, to evaluate the effectiveness of online advertising newlinethrough influencers and its impact on consumer buying behavior in Kerala. As well as, to newlineinvestigate the impact of influencer marketing in promoting both national and local brands in newlineKerala. The scope of this study comprises an in-depth analysis of the use power of influencer newlinemarketing on Instagram for product and service advertising, as a major medium of marketing newlinetechnique, also it aims to analyze how influencers frame consumer purchasing decisions. The newlinestudy will investigate the effectiveness of influencer marketing, analyze the impact of social newlinemedia on consumer behavior, and examine the possibilities for companies approaching to use newlinethese mediums for their product or service advertising and for the promotion of the brand. newlineKeywords: influencer marketing, Instagram, consumer buying behavior, brand awareness, newlinebrand promotion, branding strategy. newline