A STUDY ON THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR TOWARDS MOBILE PHONES WITH SPECIAL REFERENCE TO COIMBATORE CITY
Influencer Marketing, Consumer Behaviour, Mobile Phones, Social Media, Purchase Intention
The rapid growth of social media has transformed marketing practices, especially in the
mobile phone industry. Influencer marketing has emerged as a key strategy influencing
consumer awareness, perception, and purchase decisions. This study examines the impact of
influencer marketing on consumer behaviour towards mobile phones in Coimbatore City.
Primary data were collected from 50 respondents using a structured questionnaire. Statistical
tools such as Percentage Analysis, Chi-Square Test, and ANOVA were used. The findings
indicate that Instagram is the most influential platform and that influencer credibility
significantly affects higher-income consumers’ purchase confidence.
: https://doi.org/10.56975/ijvra.v4i3.702059
Registration ID: IJVRA_702059 Published ID: IJVRA2603759
"A STUDY ON THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOUR TOWARDS MOBILE PHONES WITH SPECIAL REFERENCE TO COIMBATORE CITY", IJVRA - International Journal of Versatile Research and Analysis (www.IJVRA.org), ISSN:2984-8903, Vol.4, Issue 3, page no.848-853, March-2026, Available :https://ijpub.org/ijvra/papers/IJVRA2603759.pdf
Paper Reg. ID: IJVRA_702059
Published Paper Id: IJVRA2603759
Research Area: Commerce All
Country: THEKASI, TAMILNADU, India
DOI: https://doi.org/10.56975/ijvra.v4i3.702059
ISSN: 2984-8903 | IMPACT FACTOR: 9.12 Calculated By Google Scholar | ESTD YEAR: 2023
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