A Study on the Impact of Influencer Marketing on Consumer Purchase Intentions towards the Cookware Industry.

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A Study on the Impact of Influencer Marketing on Consumer Purchase Intentions towards the Cookware Industry.

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A Study on the Impact of Influencer Marketing on Consumer Purchase Intentions towards the Cookware Industry.

Ms.G.Dharshini¹, Dr.P.Raman²

MBA Student, Panimalar Engineering College.
Assistant Professor, Department of Master of Business Administration, Panimalar Engineering College

Abstract

Influencer marketing has transformed the way brands engage with consumers, particularly through social media platforms such as Instagram and YouTube. This study explores how influencer marketing impacts consumer purchase intentions of the cookware Industry. Utilizing a descriptive research design, data collected from 272 customers were analysed using various statistical tests and tools.Key findings reveal the significance of trust, authenticity, and influencer enthusiasm in shaping consumer behaviour, with strategic recommendations for optimizing influencer collaborations.

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