• January to March 2024 Article ID: NSS8511 Impact Factor:7.60 Cite Score:909 Download: 41 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.