Vol. 12, Special Issue 8 (2023)

Author(s):
N Nivetha, Dr. M Chandrakumar, Dr. D Murugananthi, Dr. V Anandhi and Dr. E Parameswari

Abstract:
The purpose of this research is to explore the role of influencer credibility, experience and appearance on consumer purchase intent based on age, gender, occupation and monthly salary of the consumers. This study was examined through the data collected by the questionnaire through online survey. Percentage analysis and factor analysis were used to analyze the data. Results show that the influencer marketing will continue to develop, and for influencers hoping to have a long-lasting influence on the purchasing decisions of their devoted followers, an emphasis on credibility, experience, appearance, and awareness of customer perception will be essential.