To Study the Influence of Content Related Factors on Consumer Purchase Decision with Respect to Social Media Platforms as Moderator

Abstract

Businesses employ a variety of strategies to connect with their target audience. Influencer marketing is one strategy that leverages Social Media. Influencers such as sports, bloggers, celebrities, and other powerful people with sizable social media followings who can sway an audience are being utilized by brands to promote their products or services. This is known as influencer marketing.

Businesses work very hard to convert potential clients into actual customers. This study intends to investigate one of the many influencer marketing elements linked to content that affect customers' purchasing decisions. It looks for patterns in the way that aspects related to content, such as consistency, high quality, interaction, and ad content, influence consumers' decisions to buy. The purpose of administering a structured questionnaire is to gather sample data from undergraduate, graduate, and faculty members in order to determine whether or not demographic variables such as age, gender, and educational background influence consumers' decisions to buy.

Statistical method, Regression Analysis will be used to evaluate the acquired data using SPSS software. Thus, this study aids in our comprehension of how each and every content-related feature influences a purchase decision. This study mainly focuses on only the content related factors of influencer marketing. There is a further scope to study other factors of influencer marketing.