Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Effect of Influencer Marketing on Online Purchase During Covid-19

Author(s): Manisha Arora

Buying Behaviour of an online consumer can change according to their needs and circumstances. This paper focuses on the consumer’s online buying behaviour with respect to influencer marketing during the COVID-19 pandemic. The research is conducted to study the factors that have influenced the consumers of India to buy the product/services during this coronavirus crisis in India. An online questionnaire was designed to conduct the research and data from different respondents were obtained. Data was analysed through Google sheets (spreadsheets). The results showed that the products promoted by social media influencers throughout the COVID-19 lockdown in India have impacted the consumers to buy the featured products and the factors that influenced them were reliability, discounts, influencer’s credibility and trust.

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