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January to March 2024 Article ID: NSS8511 Impact Factor:7.60 Cite Score:10739 Download: 145 DOI: https://doi.org/63 View PDf
Impact of Influencer Marketing on Purchase Decision with Special Reference to Restaurant Industry
Ms. Shraddha Sengar
Assistant Professor, Graduate School of Business, Nipania, Indore (M.P.)Ms. Anukruti Jain
Scholar, Graduate School of Business, Nipania, Indore (M.P.)
Abstract:
In
recent years, influencer marketing has emerged as a prominent strategy for
businesses to engage with consumers and influence their purchasing decisions.
This research project aims to investigate the impact of influencer marketing on
purchase decisions within the context of the restaurant industry. The study
will explore how influencer-generated content affects consumer perceptions,
attitudes, and ultimately, their decision-making process when it comes to
choosing dining options.
Through a combination of
qualitative and quantitative research methods, including surveys and
interviews, this study will gather data from consumer’s perspective only. By
analyzing consumer behavior and attitudes towards influencer marketing
campaigns, the research aims to provide valuable insights into the
effectiveness and of influencer marketing in the restaurant sector.
The findings of this
research are expected to contribute to the existing body of knowledge on
influencer marketing and its impact on consumer behavior, particularly in the
context of the restaurant industry. The results will have practical
implications for restaurant owners and marketers, helping them to better
understand how to leverage influencer partnerships to attract customers and
enhance brand visibility. Additionally, this research will offer
recommendations for future strategies and areas of focus for businesses looking
to harness the power of influencer marketing in the competitive landscape of
the restaurant industry.