Author(s): Smitha Siji
Though influencer marketing is gaining massive popularity as a marketing tool with the digital revolution that is seen all around, many facets of this strategy still need to be studied. This study attempts to learn more about how Instagram influencers influence their followers and how they may improve their relationships with them. The study was conducted among 260 followers of three Instagram influencers from the field of food, fashion and travelling. Questionnaires were mailed to 250 followers of these 3 popular Instagram influencers from different parts of India, and 260 usable responses were received. The results reveal that the influencer’s credibility is positively influenced by influencer-product congruity, whereas this negatively influences the perception of paid communication. The influencer's credibility and positive attitude foster positive behavioural responses from the followers. Marketing managers must ensure influencer-product congruity while choosing suitable product influencers. Influencers should carefully choose the products for endorsement.