2025, Vol. 6, Issue 2, Part U
Female consumer’s perception on influencer marketing
Author(s): D Rajasekaran and G Sowbarani
Abstract: Marketing has changed from traditional product-centric promotion to digital, relationship-driven techniques, so too has the view of influencer marketing among female consumers. As social media has grown, influencers have developed into reliable thought leaders whose relatability, authenticity, and credibility have a significant impact on women's opinions and purchasing intentions. This study looks at how female consumers assess influencer material with an emphasis on perceived utility, trust, and engagement. Results show that when influencers' values match those of their audience, they have a substantial impact on brand awareness and purchasing decisions. The study emphasizes the transition from traditional marketing roots to contemporary influencer-based communication.
DOI: 10.22271/27084515.2025.v6.i2u.932
Pages: 1948-1952 | Views: 3 | Downloads: 1
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How to cite this article:
D Rajasekaran, G Sowbarani. Female consumer’s perception on influencer marketing. Asian J Manage Commerce 2025;6(2):1948-1952. DOI: 10.22271/27084515.2025.v6.i2u.932
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