Paper Contents
Abstract
This study investigates the influence of influencer marketing on product category preferences among young consumers, particularly within the Indian market, where social media has transformed consumer engagement. Utilizing a quantitative research design, data were collected from 100 participants aged 18 to 29 via an online survey, analyzing their responses to influencer-driven marketing across various product categories. Findings indicate that influencer marketing significantly impacts preferences in visually oriented sectors, such as Technology and Gadget, for Sport and Entertainment, due to factors like influencer authenticity and psychological appeals such as social proof and the fear of missing out (FOMO).The research highlights the critical role of influencer authenticity, showing that young consumers are more likely to be influenced by relatable and genuine personalities, as opposed to highly commercialized endorsements. Additionally, psychological factors like social proof and FOMO were found to drive impulse buying, emphasizing influencers role in creating urgency and desirability. Despite these influences, ethical concerns, including transparency and potential exploitation, remain important to young consumers, who expect responsible influencer practices. These insights offer valuable implications for brands aiming to optimize influencer strategies by aligning with the values and expectations of young consumers.
Copyright
Copyright © 2025 Vaibhav Satish Gadekar. This is an open access article distributed under the Creative Commons Attribution License.
