Impact of Influencer Marketing on Youth: Analytical study Based on the Fashion Industry of Kottayam, Kerala.
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Abstract
The influence of social media on individuals has experienced a remarkable surge, especially within the fashion sector. Platforms like Instagram have empowered individuals to become their own magazine editors, showcasing their distinct style to millions through online. This shift has fuelled the rise of emerging method of marketing using influencers, with 94% of marketers have confidence in its efficacy. About 71% of new generation marketers think working with influencers is the most fruitful one when compared to other marketing strategies. Influencers' popularity is ongoing and does not have a finite window of effect. The study strongly emphasizes influencer’s marketing effects on Youth, specifically in the trend. This study attempts to give a comprehensive insight into the underlying reasons which influence young followers to subscribe to social media influencers. The principal method employed for gathering data in this research is a structured questionnaire distributed across the city of Kottayam. Various techniques and testing have determined that influencers significantly impact young people's purchasing decisions and aid in developing potential clients for the fashion industry and has a significant effect on Youth. The findings of this study add to existing knowledge and offer practical insights for marketers looking to better connect with youth through Influencer Marketing (IM)....
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