An Empirical Study on the Impact of Digital Influencer Marketing on Smartphone Purchase Behaviour in North Karnataka

Abstract

This study looks at how customer  in North Karnataka India choose smartphone particularly when digital influencer marketing is involved. Using a structured questionnaire and a numbers-based methodology researchers gathered responses from 382 social media users. They concentrated on four key factors all of which are related to whether or not consumers genuinely want to purchase the phone: how trustworthy people find influencers how well the content is how much users interact on social media and how they feel about the brand. The analysis which makes use of SEM (structural equation modeling) and regression demonstrates that each of the four elements has a significant positive influence. The most significant predictor is attitude of the brand which also serves as a crucial mediator. Influencer marketing essentially increases consumer trust fortifies their emotional bond with a business and encourages them to produce a purchase It functions as both a source of information and awell as a means of influencing consumers opinions of the brand. These findings offer helpful information. on how to maximize influencer marketing for local tech marketers.