RESEARCH PROJECT REPORT

TOPIC

“Influencer Marketing and Consumer Trust in Northeast India”

Submitted in partial fulfillment of the requirements for the degree of Masters of Business
Administration (2023-2025)

Submitted to

Department of Business Administration

Punjab College of Technical Education, Baddowal, Ludhiana.

Affiliated to

Punjab Technical University, Jalandhar.

Research Supervisor: Submitted by:

Mrs. Gurleen Kaur Dhrubojyoti Saikia

Roll No. :231233

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 TABLE OF CONTENTS

Sr. No. Title Page No.

1 Chapter 1: Introduction
1.1 Overview of Influencer Marketing 2
1.2 The Indian context 4
1.3 Northeast India :A Unique Market 6
1.4 The Role of Influencer in Northeast India 7
1.5 Building Consumer Trust through Influencer Marketing 8
1.6 Challenges in influencer Marketing 10
1.7 Future trends and Opportunities 11
Conclusion 13

2 Chapter 2: Review of Literature 16-30

3 Chapter 3: Research Methodology

3.1 Introduction to Research 23
3.2 Research Problem 23
3.3 Justification of the study 23
3.4 Objective of the study 23
3.5 Research Design 24
3.6 Data collection Methodology 24
3.7 Sample Design 24
3.8 Sampling Techniques 24
3.9 Data analysis 25
3.10 Limitation of the study 25
3.11 Future Probability of the Study 25

Appendix Questionnaires 27-34

Reference links to the paper 35-39

4.1 Data analysis and Interpretation

4.2 Findings

References
 CHAPTER-1

INTRODUCTION
 CHAPTER-1

INTRODUCTION

1.1 Overview of Influencer Marketing

1.1.1 Definition and Evolution

Definition:

Influencer marketing is a strategic form of social media marketing that leverages

endorsements and product placements from individuals known as influencers. These
influencers have established credibility and a dedicated following within specific niches,
making them valuable assets for brands seeking to connect with targeted audiences. Unlike
traditional advertising, which often employs broad messaging aimed at mass audiences,
influencer marketing focuses on targeted engagement through trusted voices. This approach
allows brands to communicate more authentically with consumers, fostering a sense of trust
and connection.

Evolution:

The concept of influencer marketing has its roots in celebrity endorsements, where well-known
figures promoted products to their fans. However, the landscape has transformed significantly
with the rise of social media platforms such as Instagram, YouTube, Instagram Reels, and
Facebook. Initially dominated by celebrities with millions of followers, the influencer marketing
space has shifted towards micro and nano-influencers—individuals with smaller but highly
engaged audiences. This shift reflects a growing consumer preference for authenticity and
relatability over traditional celebrity status.

The evolution of influencer marketing can be traced through several key phases:

1. Celebrity Endorsements: In the early days of advertising, brands relied heavily on

celebrities to endorse their products. While this approach garnered significant visibility, it
often lacked personal connection and authenticity.

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 2. Rise of social media: The advent of social media platforms democratized influence,
allowing everyday individuals to build substantial followings based on their expertise or
lifestyle. This shift enabled brands to tap into niche markets previously inaccessible
through traditional advertising.
3. Micro and Nano-Influencers: As consumers became more discerning about advertising
messages, brands began to recognize the value of collaborating with micro (10,000 to
100,000 followers) and nano-influencers (fewer than 10,000 followers). These
influencers often have higher engagement rates and foster closer relationships with their
audiences, making their endorsements more impactful.
4. Data-Driven Strategies: The rise of analytics tools has allowed brands to track the
effectiveness of influencer campaigns more accurately. Brands can now measure
engagement rates, conversion metrics, and overall return on investment (ROI), leading to
more informed decision-making in influencer collaborations.
5. Authenticity Over Reach: Today’s consumers prioritize authenticity over sheer reach.
Brands are increasingly focusing on building long-term relationships with influencers
who align with their values and resonate with their target audience.

1.1.2 Types of Influencers

Influencers can be categorized based on their follower count and the nature of their
engagement with audiences. Understanding these categories helps brands identify the
right influencers for their marketing strategies.

I. Macro Influencers:

Macro influencers typically have large followings ranging from 100,000 to 1 million followers.
They often include well-known figures such as celebrities or industry leaders who can provide
broad visibility for brands. Collaborating with macro influencers can yield significant reach;
however, this comes at a higher cost compared to smaller influencers. While they can amplify
brand messages effectively, macro influencers may lack the personal connection that smaller
influencers cultivate with their audiences.

II. Micro Influencers:

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Micro influencers have followings between 10,000 and 100,000 and are perceived as more
relatable and authentic compared to macro influencers. They often focus on niche markets or
specific interests, allowing them to develop a loyal audience that trusts their recommendations.
Studies show that micro influencers tend to achieve higher engagement rates—averaging around
3.86% on platforms like Instagram—compared to macro influencers who average around 1.21%.
Their ability to connect personally with followers makes them valuable for brands looking to
foster genuine relationships rather than just drive sales.

III. Nano Influencers:

Nano influencers are individuals who have fewer than 10,000 followers but are highly trusted
within their communities. Their smaller audience does not diminish their influence; in fact, it
often enhances it due to the close-knit relationships they maintain with followers. Nano
influencers typically engage in community-based marketing approaches and are seen as relatable
peers rather than distant celebrities. They offer exceptionally high engagement rates—often
exceeding 10%—making them ideal for brands targeting hyper-local markets or niche segments.

1.2 The Indian Context

1.2.1 Growth of Digital Marketing in India

Statistics on Internet Penetration:

As of 2023, India has over 600 million internet users, making it the second-largest online market
globally, just behind China. This rapid growth has been fuelled by the proliferation of affordable
smartphones and competitive data pricing, which have made internet access more accessible to
the masses. According to the Telecom Regulatory Authority of India (TRAI), the number of
internet subscribers has increased significantly over the past decade, reflecting a shift in
consumer behavior towards digital platforms.

The rise in internet penetration has led to increased digital consumption across various
demographics, including urban and rural populations. A significant portion of this growth is
attributed to younger generations who are more inclined to engage with digital content,
particularly on social media platforms like Facebook, Instagram, and Instagram Reels. This

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demographic shift is crucial for brands as it opens up new avenues for marketing and
engagement.

Significance for Brands:

With a substantial percentage of the population engaging on social media platforms daily, brands
are increasingly shifting their marketing strategies to focus on digital channels. Influencer
marketing has emerged as a crucial component of this strategy, allowing brands to connect with
consumers in more personal and engaging ways.

The effectiveness of influencer marketing lies in its ability to create authentic connections
between brands and consumers. Influencers often share relatable content that resonates with their
followers’ interests and lifestyles, making endorsements feel less like traditional advertisements
and more like personal recommendations. This authenticity is vital in a market where consumers
are becoming more discerning about advertising messages.

Moreover, the COVID-19 pandemic accelerated the adoption of digital marketing strategies as
businesses sought to reach consumers who were confined to their homes. Brands that pivoted
quickly to online engagement saw substantial benefits, including increased brand loyalty and
customer retention. As a result, influencer marketing has become an integral part of many
companies’ digital strategies, enabling them to leverage the trust and credibility that influencers
have built with their audiences.

1.2.2 Influence of Culture on Marketing

Cultural Diversity:

India is characterized by its vast cultural diversity, encompassing a multitude of languages,

religions, and cultural practices. This diversity necessitates tailored marketing approaches that
resonate with specific regional audiences. For instance, what works in urban areas may not be
effective in rural regions due to differences in cultural values and consumer behavior.

Local culture plays a significant role in shaping consumer preferences and purchasing decisions.
Marketers must understand these cultural nuances to create campaigns that resonate deeply with
their target audiences. A study published by Springer highlights how Indian culture influences

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advertising strategies, emphasizing respect for family values, traditions, and local customs as
critical elements in crafting effective marketing messages.

Regional Variations:

Consumer behavior varies significantly across states due to cultural influences. In metropolitan
areas like Mumbai or Delhi, consumers may prioritize trends and luxury brands that reflect their
modern lifestyles. Conversely, those in rural or semi-urban areas might focus on utility and
affordability when making purchasing decisions.

For example, during festivals such as Diwali or Eid, brands often tailor their marketing strategies
to align with local customs and traditions. Campaigns that incorporate regional languages or
celebrate local festivals tend to resonate better with consumers. Brands like Snickers have
successfully integrated local cultural references into their marketing efforts by using region-
specific language and imagery that connect with consumers on a personal level.

Furthermore, influencer marketing strategies must consider these regional variations. Influencers
who understand local customs can create content that aligns with cultural expectations and
preferences, enhancing relatability and engagement. For instance, during the festive season,
influencers often collaborate with brands to showcase traditional attire or local delicacies,
thereby reinforcing cultural ties while promoting products.

Cultural Sensitivity:

Understanding cultural sensitivity is paramount for brands operating in India’s diverse market
landscape. Missteps in cultural representation can lead to backlash and negative publicity. Brands
must ensure that their messaging respects local traditions and values while avoiding stereotypes
or generalizations.

Incorporating local elements into digital marketing strategies not only fosters trust but also
establishes a deeper connection with consumers. By embracing local culture through influencer
partnerships—such as collaborating with regional influencers who speak the local dialect—
brands can enhance authenticity and relatability.

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1.3. Northeast India: A Unique Market

1.3.1 Demographics and Cultural Diversity

Overview of Demographics:

Northeast India is a region that comprises eight states: Arunachal Pradesh, Assam, Manipur,
Meghalaya, Mizoram, Nagaland, Sikkim, and Tripura. This area is characterized by its rich
tapestry of ethnic groups and languages, making it one of the most culturally diverse regions in
India. According to the 2011 Census, the population of Northeast India is approximately 45
million, with Assam being the most populous state, contributing about 68% of the total
population. The region is home to over 200 distinct ethnic groups, each with its own unique
cultural identity, traditions, and languages. Major languages spoken include Assamese, Manipuri,
Khasi, and several tribal dialects.

The demographic composition of Northeast India is notable for its high proportion of Scheduled
Tribes (STs). As per the 2011 Census, Scheduled Tribes account for about 8.6% of India’s total
population, with a significant concentration in the Northeast. States like Mizoram (94.5%),
Nagaland (89.1%), Meghalaya (85.9%), and Arunachal Pradesh (64.2%) have tribal populations
as majorities. This demographic diversity influences social structures, economic activities, and
consumer behavior across the region.

Cultural Richness:

Northeast India boasts a rich cultural heritage that plays a pivotal role in shaping consumer
preferences and behaviours. The region is known for its vibrant festivals that reflect its diverse
traditions and customs. For instance:

 Bihu Festival: Celebrated primarily in Assam, Bihu marks the Assamese New Year and
is characterized by traditional dances, music, and feasting. It symbolizes agricultural
prosperity and community bonding.
 Hornbill Festival: Known as the “Festival of Festivals,” this event in Nagaland
showcases the rich cultural heritage of the Naga tribes through traditional dances, crafts,
food, and music. It attracts tourists and promotes local artisans.

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  Sungai Festival: Celebrated in Manipur, this festival promotes the state’s tourism and
cultural heritage through various events that highlight local crafts, cuisine, and traditional
sports.

These festivals not only strengthen community ties but also influence purchasing decisions
during festive seasons as consumers seek products that resonate with their cultural identities.
Local customs significantly impact how brands approach marketing strategies in Northeast India;
understanding these cultural contexts is crucial for effective engagement.

Influence on Consumer Behavior

The rich cultural tapestry of Northeast India shapes consumer behavior in several ways:

I. Preference for Authenticity: Consumers in this region often prefer products that reflect
their cultural heritage or are locally sourced. Brands that emphasize authenticity in their
marketing messages tend to resonate more with local audiences.
II. Community-Centric Purchasing Decisions: Given the strong community ties prevalent
in many ethnic groups within Northeast India, purchasing decisions are often influenced
by recommendations from family and friends or endorsements from respected local
figures.
III. Seasonal Buying Patterns: Festivals significantly influence buying patterns; consumers
are more likely to purchase items associated with traditional celebrations or local customs
during these times.
IV. Regional Variations: Consumer preferences can differ widely even within states due to
varying tribal customs and practices. Brands must tailor their marketing strategies to cater
to these regional differences effectively.

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1.4. The Role of Influencers in Northeast India

1.4.1 Local Influencers: Authenticity and Trust

Importance of Local Influencers:

Local influencers play a crucial role in the marketing landscape of Northeast India due to their
profound understanding of regional cultures and consumer behavior. Unlike global or national
influencers, local influencers are often viewed as peers by their followers, which fosters a sense
of relatability and trust. This connection is vital in a region where community ties are strong, and
consumers prefer recommendations from familiar faces over distant celebrities. Local influencers
can effectively bridge the gap between brands and consumers by sharing authentic experiences
that resonate with their audience’s values and lifestyles.

For instance, influencers like Ranjit Borthakur from Assam and Nikhil Kharat from
Meghalaya have successfully promoted local products ranging from handicrafts to traditional
food items. Their content often reflects their personal experiences with these products, making
their endorsements feel genuine and relatable. By showcasing local culture, traditions, and
products, these influencers not only enhance brand visibility but also contribute to the
preservation and promotion of regional heritage.

Successful Examples:

 Ranjit Borthakur: An influencer known for his engaging content on Assamese culture
and cuisine, Ranjit has collaborated with local brands to promote traditional dishes and
handicrafts. His authentic storytelling approach allows followers to connect with the
products on a personal level, fostering trust and encouraging purchases.
 Nikhil Kharat: As a lifestyle influencer from Meghalaya, Nikhil shares content that
highlights the beauty of his state while promoting local artisans and their crafts. His use
of storytelling combined with visually appealing posts creates an emotional connection
with his audience, making them more likely to support local businesses.

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These examples illustrate how local influencers leverage their cultural insights to create
impactful marketing campaigns that resonate deeply with their audiences.

1.4.2 Cultural Relevance in Content Creation

Creating Culturally Relevant Content:

Local influencers excel at creating content that incorporates regional dialects, traditions, and
festivals, which enhances its relevance to their audiences. For instance, during traditional
festivals such as Bihu or Hornbill Festival, influencers often showcase traditional attire or
highlight local cuisines through engaging posts or videos. This not only promotes cultural pride
but also encourages followers to engage with the content by sharing their own experiences
related to these traditions.

Influencers also utilize storytelling techniques that reflect local customs and values, making their
content more relatable. By weaving cultural narratives into their posts, they create a sense of
community among followers who share similar backgrounds or interests.

Significance of Language:

The use of local languages in influencer marketing is another critical factor that enhances
relatability. Influencers who communicate in regional languages such as Assamese or Khasi can
connect more deeply with their audience than those using only Hindi or English. This linguistic
connection fosters a sense of belonging and authenticity, making followers feel valued and
understood.

For example, when an influencer shares a recipe for a traditional dish in the local dialect or
discusses cultural practices using familiar terms, it resonates more profoundly with the audience.
This approach not only strengthens the influencer’s relationship with their followers but also
encourages engagement through comments and shares.

1.5. Building Consumer Trust Through Influencer Marketing

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1.5.1 Trust as a Marketing Currency

Trust Dynamics:

In today’s advertising-saturated environment, trust has emerged as a critical currency in

marketing. Consumers are bombarded with promotional messages from various channels,
leading to increased scepticism towards traditional advertisements. Research indicates that
consumers are significantly more likely to purchase products recommended by someone they
trust, rather than relying solely on brand advertisements. According to a survey by Nielsen, 92%
of consumers trust recommendations from friends and family above all other forms of
advertising, highlighting the importance of personal endorsements.

Influencer marketing capitalizes on this dynamic by leveraging the established trust that
influencers have built with their audiences. Influencers often share personal experiences and
authentic narratives about the products they endorse, which resonate more deeply with
consumers than conventional advertising messages. This perceived authenticity behind
influencer endorsements fosters a sense of reliability and credibility, making consumers more
inclined to consider and purchase the promoted products.

Influencer Endorsements:

Studies have shown that influencer recommendations are perceived as more trustworthy than
traditional brand advertisements due to their authenticity. A report from the Digital Marketing
Institute reveals that 70% of teenagers trust influencers more than traditional celebrities,
underscoring the shift in consumer behavior towards valuing relatability over celebrity status.
Moreover, brands that collaborate with influencers who align with their values and target
audiences can enhance their credibility and foster stronger connections with potential customers.

The effectiveness of influencer marketing in building consumer trust is particularly evident in

niche markets such as Northeast India, where local influencers possess intimate knowledge of
regional cultures and consumer preferences. By sharing relatable content that reflects local
customs and values, these influencers create a deeper emotional connection with their followers,
further solidifying trust in both the influencer and the brands they promote.

1.5.2 Case Studies

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Case Study 1: Local Handicrafts Promotion

A notable example of successful influencer marketing in Northeast India is a campaign

promoting local handicrafts through influencers in Assam. This initiative aimed to increase
awareness and sales for local artisans who create unique handcrafted products. Influencers such
as Ranjit Borthakur showcased these artisanal crafts through storytelling posts that highlighted
not only the craftsmanship but also the artisans’ backgrounds and cultural significance.

By sharing engaging narratives about the artisans’ stories and the traditional techniques used in
creating these products, influencers were able to connect emotionally with their audience. This
approach not only elevated brand visibility but also encouraged consumers to support local
businesses during the campaign, resulting in a significant increase in sales for participating
artisans. The success of this campaign illustrates how influencer marketing can effectively bridge
the gap between local craftsmanship and consumer demand while fostering community support.

Case Study 2: Sustainable Fashion Initiative

Another impactful case study involves an influencer-led campaign focusing on sustainable

fashion brands from Northeast India. In this initiative, local influencers collaborated with eco-
friendly fashion brands to promote environmentally conscious clothing options through social
media platforms like Instagram and Facebook. The campaign emphasized the importance of
sustainability and ethical fashion practices, resonating strongly with environmentally conscious
consumers.

Influencers created visually appealing content that showcased sustainable outfits while sharing
personal insights into their commitment to eco-friendly living. By integrating storytelling
elements that highlighted the environmental impact of fast fashion, these influencers were able to
engage their audiences on a deeper level. The campaign garnered significant attention and
engagement on social media, leading to increased brand awareness for participating sustainable
fashion labels.

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The success of this initiative underscores the power of influencer marketing in promoting
socially responsible brands while building consumer trust through authentic storytelling and
shared values.

1.6. Challenges in Influencer Marketing

1.6.1 Identifying Authentic Influencers

Challenges Faced by Brands:

One of the primary challenges brands faces in influencer marketing is identifying authentic
influencers who genuinely align with their values and target audience. The rise of social media
has led to an influx of influencers, but not all possess the authenticity or engagement that brands
desire. Many influencers inflate their follower counts through purchased followers or engage in
deceptive practices to appear more influential than they are. This phenomenon complicates the
process for brands looking to establish genuine partnerships that yield positive results.

Moreover, the metrics used to gauge influencer effectiveness can often be misleading. A high
follower count does not necessarily equate to meaningful engagement or influence over
purchasing decisions. Brands may find themselves investing in influencers who do not resonate
with their target market, leading to wasted resources and ineffective campaigns.

Strategies for Authenticity:

To navigate these challenges, brands should adopt a multi-faceted approach when researching
potential influencers:

I. Analyse Engagement Rates: Instead of solely focusing on follower counts, brands

should assess engagement rates—likes, comments, shares, and overall interaction with
posts. Authentic influencers typically have higher engagement rates relative to their
follower count. Tools such as social media analytics platforms can provide insights into
these metrics.
II. Examine Content Quality: Authentic influencers prioritize delivering high-quality
content that resonates with their audience. Brands should evaluate the originality,

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 creativity, and consistency of an influencer’s content within their niche. Inconsistent or
poorly curated content may indicate a lack of professionalism or genuine interest.
III. Check for Genuine Interactions: Analysing the comments section of an influencer’s
posts can reveal the level of genuine engagement they foster with their audience.
Authentic influencers often encourage meaningful conversations, responding to
comments and engaging with followers in a way that builds community.
IV. Use Social Listening Tools: Employing social listening techniques allows brands to
monitor conversations related to specific influencers and identify potential red flags. By
analysing the sentiment around an influencer’s posts and assessing how they interact with
their audience, brands can gain deeper insights into their authenticity.
V. Research Influencer History: Brands should look for influencers who have a history of
working with reputable brands and producing sponsored content that aligns with their
message. A consistent track record of collaborations can indicate reliability and
professionalism.
VI. Direct Communication: Engaging directly with potential influencers can provide
valuable insights into their authenticity and professionalism. Brands can reach out via
direct messages or email to gauge responsiveness and assess any inconsistencies in
messaging.

By implementing these strategies, brands can better identify genuine influencers who align with
their objectives and values, ultimately leading to more successful influencer marketing
campaigns.

1.6.2 Cultural Sensitivity and Missteps

Potential Pitfalls

In the realm of influencer marketing, brands face significant risks if they fail to respect local
customs or misinterpret cultural symbols. Cultural insensitivity can lead to backlash from
consumers, resulting in negative publicity that severely damages a brand’s reputation. For
instance, a campaign that inadvertently disrespects local traditions or uses culturally significant
symbols inappropriately can provoke outrage among the community. Such missteps not only

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alienate potential customers but can also lead to widespread criticism on social media platforms,
where negative sentiments can spread rapidly.

One notable example is when a global fashion brand released a line of clothing that featured
designs inspired by indigenous cultures without proper consultation or respect for the cultural
significance of those designs. The backlash was swift, with consumers calling out the brand for
cultural appropriation. This incident highlights the importance of understanding and respecting
cultural nuances, as failure to do so can result in long-lasting damage to a brand’s image.

Importance of Cultural Sensitivity

To navigate these challenges effectively, cultural sensitivity must be at the forefront of any
marketing strategy, especially when engaging with local influencers. Brands should prioritize
understanding the cultural landscape of the regions they operate in, which involves thorough
research into local customs, traditions, and societal norms. Engaging local experts or conducting
focus groups can provide invaluable insights into cultural sensitivities and help brands tailor their
messaging accordingly.

For example, before launching a campaign in Northeast India, brands should consider
collaborating with local influencers who have a deep understanding of regional customs and
values. These influencers can provide guidance on appropriate messaging and content that
resonates with local audiences while avoiding potential pitfalls. By involving local voices in the
campaign development process, brands demonstrate respect for cultural heritage and foster
authenticity.

Additionally, brands should implement continuous learning and adaptation strategies to stay
updated on changing cultural dynamics. Societal norms and values can evolve over time, and
what may have been acceptable in the past might not resonate in the present. Regularly seeking
feedback from local consumers can help brands refine their strategies and address any concerns
promptly.

1.7. Future Trends and Opportunities

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1.7.1 Evolving Landscape of Influencer Marketing

Emerging Platforms:

The influencer marketing landscape is rapidly evolving, particularly with the rise of new
platforms like Instagram Reels, which has gained significant traction among younger
demographics in India. As these platforms become increasingly popular, brands must adapt their
strategies to effectively reach and engage these audiences. Instagram Reels’s unique format,
which emphasizes short, engaging videos, allows influencers to create content that resonates
quickly with viewers, making it a powerful tool for brand promotion.

To capitalize on this trend, brands need to identify relevant influencers who excel on these
platforms and can create authentic content that aligns with their brand message. This shift
towards platform-specific strategies requires brands to stay agile and responsive to emerging
trends in social media usage.

Technological Advancements:

Technological advancements are also shaping the future of influencer marketing. The integration
of augmented reality (AR) filters and virtual reality (VR) experiences into influencer campaigns
offers brands innovative ways to enhance consumer engagement. For instance, AR filters can
allow consumers to virtually try on products before purchasing, creating an interactive shopping
experience that bridges the gap between online and offline retail.

Additionally, AI-driven tools are transforming how brands identify and collaborate with
influencers. These technologies enable more precise audience targeting and personalized content
creation, ensuring that marketing efforts resonate with specific consumer segments. As brands
increasingly adopt these technologies, they will be better positioned to create immersive and
impactful campaigns that drive engagement and conversions.

1.7.2 Opportunities for Brands

Leveraging Local Insights:

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Brands have a unique opportunity to harness local insights from influencers to create tailored
campaigns that resonate deeply with regional audiences. By collaborating with local influencers
who understand the cultural nuances and preferences of their communities, brands can develop
marketing strategies that feel authentic and relevant. This localized approach not only enhances
brand visibility but also fosters trust among consumers who appreciate the brand’s commitment
to understanding their culture.

For example, a campaign promoting traditional clothing during local festivals can be more
effective when led by an influencer who shares personal stories related to those traditions. Such
authenticity can significantly enhance consumer engagement and loyalty.

Long-term Partnerships:

Building long-term relationships with local influencers rather than relying on one-off
collaborations can lead to sustained trust-building efforts that benefit both parties over time.
Long-term partnerships allow influencers to become genuine advocates for a brand, as they can
share consistent messaging and deeper insights into the brand’s values and offerings.

These ongoing collaborations also enable brands to leverage the influencer’s evolving
relationship with their audience, adapting campaigns based on feedback and engagement metrics
over time. By investing in these relationships, brands can cultivate a loyal customer base that
feels connected not only to the influencer but also to the brand itself.

Conclusion

In summary, influencer marketing presents a powerful avenue for brands looking to build
consumer trust in Northeast India’s unique market landscape. The region’s rich cultural diversity
and distinct consumer behaviours create a fertile ground for brands to engage with local
audiences through authentic and relatable influencer partnerships. By leveraging the authenticity
and cultural insights provided by local influencers, brands can foster meaningful connections
with their target audiences while navigating the complexities of regional diversity effectively.

Local influencers possess an intimate understanding of their communities, allowing them to

create content that resonates deeply with their followers. This relatability enhances the credibility

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of brand messages, making consumers more receptive to recommendations. As brands
increasingly recognize the value of these connections, influencer marketing is becoming an
essential component of successful marketing strategies in Northeast India.

Moreover, as the digital landscape continues to evolve with emerging platforms and
technological advancements, brands have the opportunity to innovate their influencer marketing
approaches. By adopting strategies that leverage local insights and foster long-term partnerships
with influencers, brands can ensure their campaigns remain relevant and impactful.

As this marketing strategy continues to evolve within Northeast India’s context, understanding
these dynamics will be crucial for brands aiming to succeed in this vibrant market. The future of
influencer marketing in this region holds immense potential, offering brands a pathway to not
only enhance their visibility but also build lasting relationships with consumers grounded in trust
and authenticity. Embracing these opportunities will be key for brands looking to thrive in the
competitive landscape of Northeast India.

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 CHAPTER- 2

REVIEW OF LETRATURE

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 CHAPTER-2

REVIEW OF LERATURE

Rachmad (2024) examines how digital advancements are reshaping consumer behavior
towards influencer marketing. The author predicts an ongoing evolution influenced by
technological changes and shifting consumer expectations. The study discusses emerging
trends such as increased reliance on data analytics and personalization in marketing
strategies. It emphasizes the importance of adapting to new consumer preferences to remain
relevant in the digital landscape. Rachmad’s work serves as a forward-looking analysis of
the future of influencer marketing.

Le & Aydin (2023) investigate how the COVID-19 pandemic has influenced social media
influencer marketing strategies within the fashion industry. Their qualitative study reveals
shifts in consumer behavior, with increased demand for authenticity and relatability from
influencers during challenging times. The authors discuss how brands adapted their
messaging to align with evolving consumer sentiments, emphasizing empathy and
community engagement. This research offers valuable insights into the resilience and
adaptability of influencer marketing strategies amid global crises.

Vaidya & Karnawat (2023) present a literature review focused on the strategic use of social
media influencers in marketing campaigns. They categorize existing research into themes
such as effectiveness, ethical considerations, and strategic frameworks for influencer
selection. The authors emphasize the need for brands to adopt a holistic approach when

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integrating influencers into their marketing strategies, considering factors like audience
alignment and content authenticity. This review serves as a foundation for future studies
exploring innovative practices in influencer marketing

Aw & Agnihotri (2023) provide a comprehensive review of influencer marketing research,

highlighting key themes and trends in the literature. They identify critical areas such as
influencer selection, consumer engagement, and the impact of authenticity on campaign
effectiveness. The authors propose a future research agenda that emphasizes the need for
longitudinal studies to assess the long-term effects of influencer marketing on brand loyalty
and consumer behavior. Their work serves as a valuable resource for both academics and
practitioners seeking to navigate the evolving landscape of influencer marketing

Kim et al. (2023) examines how an influencer’s social status influences consumer
perceptions and engagement levels with brands they endorse. The authors find that higher-
status influencers tend to generate greater trust and interest among consumers, leading to
more substantial impacts on brand attitudes and behaviors. They discuss implications for
brands when selecting influencers based on their social capital within specific niches or
demographics. This work contributes to understanding the dynamics between influencer
status and consumer response

Leung et al. (2022) analyzes how various characteristics of influencers—such as

authenticity, expertise, and attractiveness—affect consumer purchase intentions. The authors
find that relatable and trustworthy influencers significantly enhance marketing effectiveness
across different sectors. They also discuss the role of social identity in influencing consumer
responses to endorsements. The study provides empirical evidence supporting the strategic
selection of influencers based on their attributes to maximize engagement and conversion
rates.

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Piehler et al. (2022) examines how the origin of fame—traditional celebrities versus
‘instafamous’ personalities—affects consumer perceptions in social media campaigns. Their
results show distinct differences in engagement levels based on fame origin, suggesting that
brands should tailor their influencer selection based on target audience preferences regarding
familiarity with different types of influencers.

Sundermann & Munnukka (2022) explores how advertising recognition influences the
effectiveness of influencer marketing campaigns across various platforms and
demographics. Sundermann & Munnukka find that clear recognition of sponsored content
can lead to mixed reactions from consumers; while some appreciate transparency, others
may feel skeptical about authenticity.

Farivar & Wang (2022) analyse effective strategies within influencer marketing through a
social identity lens, focusing on how group affiliations influence consumer responses to
endorsements by various influencers across different platforms.

Leung et al., (2022) examine factors influencing the effectiveness of influencer marketing
campaigns beyond traditional metrics by incorporating psychological aspects such as
emotional appeal and narrative storytelling elements into their analysis.

Masuda et al. (2022) Investigates how specific attributes of influencers—such as

credibility, attractiveness, and expertise—affect consumer purchase intentions in social
media marketing. The authors find that these attributes significantly mediate the relationship
between influencer endorsements and consumer buying behavior. They also explore the role
of cultural differences in shaping perceptions of influencer effectiveness. The research
provides actionable insights for brands looking to optimize their influencer marketing
strategies based on target audience preferences.

22
Abraham et al. (2022) and colleagues examine consumer perceptions regarding influencer
marketing efforts in the beauty and cosmetics sector. Their findings reveal that authenticity,
relatability, and perceived expertise of influencers significantly influence consumer trust and
engagement with brands. The study highlights the importance of aligning influencer
characteristics with brand values to enhance marketing effectiveness. This research
contributes to understanding how consumers evaluate influencer partnerships within specific
industries.

Farivar & Wang (2021) conference paper presented at the Digital Marketing & eCommerce
Conference, Farivar & Wang outline current knowledge gaps within influencer marketing
literature while proposing future research directions aimed at addressing these gaps through
empirical studies focused on diverse demographics, platforms, and emerging trends in digital
communication strategies.

Hwang et al. (2021) and colleagues apply Q methodology to explore consumer perceptions
of influencer marketing practices across different demographics. Their findings reveal
diverse attitudes towards influencers based on factors such as age, gender, and cultural
background, highlighting the complexity of consumer responses to endorsements. The
authors suggest that marketers should tailor their strategies based on these insights to
enhance effectiveness and resonance with target audiences.

Jayasinghe (2021) offers a conceptual review of contemporary applications of social media

and influencer marketing strategies. The study discusses various tactics employed by brands
to leverage influencers effectively, including content co-creation, audience targeting, and
platform-specific approaches. The author highlights emerging trends such as micro-
influencers and niche targeting as critical components of successful campaigns. This work
provides insights into best practices for brands looking to enhance their social media
presence through influencer collaborations.

23
Pick (2021) explores the concept of psychological ownership within the context of social
media influencer marketing. The study examines how consumers develop feelings of
ownership over brands endorsed by influencers, impacting their loyalty and engagement
levels. The author argues that fostering a sense of belonging through influencer relationships
can enhance consumer-brand connections. This work provides a theoretical framework for
understanding consumer behavior in response to influencer marketing strategies.

Farivar & Wang (2021) conference paper presentation at Digital Marketing & eCommerce
Conference, Farivar & Wang outline current knowledge gaps within existing literature
surrounding influencer marketing while proposing future research directions aimed at
addressing these gaps through empirical studies focused on diverse demographics.

Dimitrieska & Efremova (2021) assesses the overall effectiveness of influencer marketing
campaigns by evaluating metrics such as engagement rates, conversion rates, and brand
awareness levels among targeted audiences across various industries.

Li & Peng (2021) investigate various antecedents affecting purchase intentions within the
realm of influencer marketing, including source credibility, attractiveness, and message
quality. Their findings indicate that these factors collectively shape consumer attitudes
towards products endorsed by influencers, emphasizing the need for brands to consider these
elements when designing campaigns.

Vrontis et al. (2021) systematic review provides an integrative framework for

understanding social media influencer marketing’s landscape and its implications for future
research agendas. They categorize existing literature into themes such as effectiveness,
strategy formulation, and ethical considerations within influencer marketing practices. The

24
authors call for more empirical studies examining long-term impacts on brand equity and
consumer loyalty resulting from influencer collaborations.

Chopra et al. (2021) exploratory study identifies key antecedents influencing millennial
consumers’ behavior towards influencer marketing. The authors emphasize factors like
relatability, social proof, and peer influence as critical drivers of engagement and purchasing
decisions among millennials. They provide insights into how brands can effectively leverage
these factors to connect with this demographic group through influencer partnerships. The
research contributes to understanding the unique characteristics of millennial consumers in
the context of digital marketing.

Jin et al. (2021) and colleagues explore how parasocial relationships between followers and
fashion influencers impact trust and purchase intentions. Their findings indicate that
emotional connections fostered through social media interactions can drive consumer
behavior significantly. The study highlights the moderating effects of social presence,
suggesting that higher levels of interaction enhance perceived intimacy between consumers
and influencers. This research underscores the importance of building strong emotional ties
in fashion marketing strategies.

. Belanche et al. (2021) et al.’s study investigates how congruence among influencers,
products, and target audiences affects marketing outcomes in influencer campaigns. Their
findings suggest that higher congruence leads to increased engagement, trust, and purchase
intentions among consumers. The authors argue for careful selection of influencers whose
personal brand aligns with product attributes to maximize effectiveness. This research
emphasizes the importance of strategic fit in enhancing the impact of influencer marketing
efforts.

25
Kim & Kim (2021) explores the complex nature of trust in influencer marketing,
highlighting that while influencers can enhance brand credibility, skepticism may arise from
perceived authenticity issues. The authors argue for a nuanced understanding of trust factors
that influence consumer behavior on social media platforms. They suggest that both the
influencer’s reputation and the context of their endorsements play critical roles in shaping
consumer perceptions. The research emphasizes the need for brands to foster genuine
relationships with influencers to build trust effectively. Overall, this work contributes to
understanding how trust is constructed and deconstructed in digital marketing.

Martínez-López et al. (2020) investigates the tension between brand control and influencer
autonomy in marketing strategies. The authors find that excessive control over influencer
content can lead to decreased perceived credibility among consumers. They argue that
brands should strike a balance, allowing influencers creative freedom while ensuring
alignment with brand values. The study highlights the importance of authenticity in
influencer partnerships, suggesting that consumers respond more positively when
influencers maintain their unique voice. This research provides valuable insights for
marketers seeking to optimize influencer collaborations.

Saima & Khan (2020) investigate the mediating role of credibility in influencer marketing’s
impact on consumers’ purchase intentions. Their findings reveal that perceived
trustworthiness significantly influences how consumers respond to influencer endorsements,
ultimately affecting their buying decisions. The study highlights the importance of selecting
credible influencers who align with brand values to enhance effectiveness. This research
offers actionable insights for brands aiming to improve their influencer marketing strategies.

Trivedi & Sama (2020) explores how influencer marketing affects brand admiration and
online purchase intentions, particularly within emerging markets. The authors find that
effective influencer campaigns can elevate brand perception and drive consumer
engagement significantly. They discuss factors such as cultural relevance and local market

26
dynamics that influence campaign success in these contexts. The research underscores the
importance of tailoring strategies to resonate with diverse consumer bases.

Martínez-López et al. (2020) delves into key marketing decisions that affect followers’
responses to influencer campaigns, emphasizing strategic alignment between brands and
influencers. The authors highlight how content relevance, timing, and platform choice can
significantly impact engagement levels. They advocate for a data-driven approach to
optimize these decisions based on audience insights, enhancing overall campaign
effectiveness. The study provides a comprehensive framework for brands looking to refine
their influencer marketing strategies.

Santo António & Gaidamaviciute (2020) explore emerging trends in influencer marketing
involving robotic entities as potential influencers on social media platforms. They discuss
consumer perceptions towards robotic influencers compared to human counterparts,
highlighting both opportunities and challenges in this novel approach to digital marketing
strategies.

Draganova (2018) research focuses on consumer perceptions regarding influencers’ roles in

digital communication management. The study examines how consumers evaluate
influencers based on credibility, expertise, and relatability within various contexts. Findings
indicate that positive perceptions can enhance brand awareness and loyalty when effectively
leveraged by brands in their marketing strategies. This work contributes to understanding the
dynamics between influencers and consumers in digital environments.

27
 CHAPTER- 3

RESEARCH METHODOLY

28
 CHAPTER-3

RESEARCH METHODOLOGY

3.1 Introduction to Research

Influencer marketing has become a critical component of modern marketing strategies, especially
in regions like Northeast India. This chapter explores the dynamics of influencer marketing and
its impact on consumer trust, focusing on how endorsements from local influencers affect
purchasing decisions. The unique cultural context of Northeast India provides a fertile ground for
understanding these relationships.

3.2 Research Problem

Despite the increasing investment in influencer marketing, there is a lack of comprehensive

research on its effectiveness in influencing consumer behavior in Northeast India. This study
aims to fill this gap by examining how influencer endorsements shape consumer trust and
purchasing decisions.

3.3 Justification of Study

Understanding the impact of influencer marketing on consumer trust is vital for brands aiming to
penetrate the Northeast Indian market. This study will provide insights into consumer behavior,
enabling businesses to tailor their marketing strategies effectively. Additionally, it will contribute
to academic literature on regional marketing practices, particularly in culturally diverse areas.

3.4 Objectives of Study

1. To study how influencer endorsements impact consumer purchasing decisions.

Understanding this impact helps brands leverage local influencers to enhance credibility and
drive sales in Northeast India.

2. Analyze selection criteria between two commodities based on features.

29
 This objective uncovers how influencers shape consumer perceptions of product features,
guiding their choices between similar products.

3. To study the decision-making process for shifting to new products.

Insights into this process reveal how trust in influencers affects consumers’ willingness to
switch brands or adopt new products.

4. Evaluate pricing decisions influenced by endorsements.

This objective examines how influencer endorsements affect consumer perceptions of value,
informing effective pricing strategies for brands

3.5 Research Design

A mixed-method approach will be employed, incorporating both quantitative and qualitative data
collection methods. This design allows for a comprehensive understanding of the influence of
endorsements on consumer trust and behavior.

3.6 Data Collection Methodology

3.6.1 Data Collection Method

Surveys will be conducted online, targeting consumers across various social media platforms
where influencers operate. This method is suitable as it allows for efficient data gathering from a
diverse demographic, ensuring a representative sample from Northeast India.

30
3.6.2 Data Collection Instrument

A structured questionnaire will be developed, featuring Likert scale items to measure consumer
perceptions of influencer credibility, trustworthiness, and purchasing intentions influenced by
endorsements.

3.6.3 Hypothesis of the Study

H1: Influencer endorsements significantly positively affect consumer purchasing decisions in

Northeast India.

3.7 Sample Design

3.7.1 Sample Universe & Sample Unit

The sample universe includes consumers aged 18-45 in Northeast India who actively follow
influencers on social media platforms such as Instagram, Facebook, and YouTube.

3.7.2 Sample Size

A sample size of 200 respondents will be targeted to ensure sufficient statistical power for
analysis.

3.8 Sampling Techniques

Stratified random sampling will be utilized to ensure representation across different

demographics (age, gender, location) within Northeast India.

3.8.1 Importance of Stratified Random Sampling

1. Enhanced Representation: Stratified sampling ensures that all relevant subgroups are
included in the sample, which is crucial in a culturally diverse region like Northeast
India. This helps capture variations in consumer behavior and preferences across different
demographics.
2. Improved Precision: By sampling from each stratum, researchers can achieve more
accurate estimates of population parameters. This leads to more reliable conclusions
about the impact of influencer marketing on consumer trust and purchasing decisions.

31
 3. Tailored Insights: The ability to analyze data by strata allows for a deeper understanding
of how different demographic groups respond to influencer endorsements. This can
inform targeted marketing strategies that resonate with specific segments of the
population.
4. Reduced Sampling Error: Stratified sampling typically results in lower sampling error
compared to simple random sampling, as it minimizes variability within each subgroup.
This is particularly important when dealing with heterogeneous populations.

3.9 Data Analysis

Data will be analyzed using statistical software such as SPSS or R. Descriptive statistics will
summarize demographic information, while regression analysis will test the hypotheses
regarding the relationship between influencer endorsements and consumer purchasing decisions.

3.10 Limitations of the Study

Potential limitations include response bias due to self-reported data and the rapidly evolving
nature of social media trends, which may affect the longevity of findings. Additionally, cultural
factors unique to Northeast India may limit generalizability to other regions.

3.11 Future Probability of the Study

Future research could explore longitudinal effects of influencer marketing on brand loyalty and
delve deeper into regional differences within Northeast India regarding consumer trust dynamics.
Additionally, studies could investigate how emerging platforms (e.g., TikTok) impact influencer
effectiveness compared to traditional platforms like Instagram and Facebook.

This chapter lays the groundwork for understanding how influencer marketing operates within
the unique cultural landscape of Northeast India and its implications for consumer trust and
purchasing behavior.

32
 .

APPENDIX

QUESTIONNAIRES

33
 CHAPTER-3

APPENDIX

QUESTIONNAIRES

Influencer Marketing and Consumer Trust

The information provided in the questionnaire will be kept confidential and will be used only for
study purpose for partial fulfillment of the requirements for the degree of Master of Business
Administration.

SECTION 1: Bio

 Age: ____________

 Gender: ____________

 Male

 Female

 Other

 Occupation: ____________

 Student

 Employed full-time

 Employed part-time

 Self-employed

 Retired

 Other

34
  Annual Household Income: _____________

 Rs0-Rs25,000

 Rs25,001-Rs50,000

 Rs50,001-Rs75,000

 Rs75,001-Rs100,000

 Rs100,001+

Section 2: Social Media Usage

1. How often do you use social media platforms like Instagram, TikTok, YouTube, or Facebook?

 Daily

 Several times a week

 Once a week

 Less than once a week

 Not at all

2. Which social media platforms do you use most frequently? (Select all that apply)

 Instagram

 TikTok

 YouTube

 Facebook

 Twitter

 Other

3. How often do you follow influencers on social media?

 Daily

35
  Several times a week

 Once a week

 Less than once a week

 Not at all

Section 3: Influencer Marketing

1. Have you ever purchased a product or service based on the recommendation of an influencer?

 Yes

 No

2. If yes, what factors influenced your decision to purchase? (Select all that apply)

 The influencer’s credibility

 The influencer’s authenticity

 The influencer’s relatability

 The products or service’s quality

 Special offers or discounts

 Other

3. How do you evaluate the credibility of an influencer?

 Check their follower count

 Look at their engagement rate

 Read their comments

 Research their background

 Other

36
4. Have you ever felt deceived or misled by an influencer’s promotion?

 Yes

 No

 If yes, what caused you to feel this way?

Section 4: Consumer Trust

1. How important is trust in your purchasing decisions?

 Very important

 Somewhat important

 Not very important

 Not at all important

2. Do you trust influencers more or less than traditional advertising?

 More

 Less

 The same

3. What factors influence your level of trust in a brand? (Select all that apply)

 Brand reputation

 Product quality

 Customer reviews

 Social media presence

 Influencer endorsements

37
  Other

4. How do you feel about brands partnering with influencers who have been involved in scandals
or controversies?

 It doesn’t affect my opinion of the brand

 I am less likely to trust the brand

 I am more likely to trust the brand

 I don’t have an opinion

1 = Strongly Disagree | 2 = Disagree | 3 = Neutral | 4 = Agree | 5 = Strongly Agree

Section 1: General Perception of Influencers

Factors 1 2 3 4 5
☐ ☐ ☐ ☐ ☐

I follow social media influencers on platforms like Instagram,

YouTube, TikTok, etc.

I consider influencers to be trustworthy sources of information.

I often discover new products and brands through influencers.

Influencer recommendations feel more authentic than traditional

advertisements.

I believe influencers genuinely use and believe in the products

they promote.

Section 2: Impact of Digital Trends on Consumer Behaviour

Likert Scale Questions:

Strongly Strongly
Question Disagree Neutral Agree
Disagree Agree

38
1. I use social media to research products
and services.

2. I am influenced by user-generated
content on social media.

3. I prefer personalized product

recommendations based on my online
behaviour.

4. I am more likely to purchase a product if

I see it advertised on social media.

5. I trust online reviews and ratings when

making purchasing decisions.

6. I use mobile devices to shop online.

Section 3: Influencer Marketing and Consumer Trust

Likert Scale Questions:

Strongly Strongly
Question Disagree Neutral Agree
Disagree Agree

1. I trust recommendations from influencers

I follow.

2. Influencer endorsements influence my

purchasing decisions.

3. I believe influencers are genuine in their

product endorsements.

4. I am more likely to purchase a product if

it is endorsed by an influencer.

39
5. I feel that influencer marketing is a form
of authentic advertising.

6. I research brands and products endorsed

by influencers before making a purchase.

7. I am more likely to trust a brand if it

collaborates with influencers.

8. I feel that influencer endorsements are

more trustworthy than traditional
advertising.

Thank you for your time and participation!

‘Influencer Marketing and Consumer Trust’

This survey is part of a research study that seeks to explore how influencer marketing impacts
consumer trust and purchasing decisions. Please rate the following statements based on your
personal experiences and opinions using the following scale:

40
 DATA ANALYSIS AND INTERPRETATION

4.1 Data Analysis & Interpretation

The findings reveal that influencer marketing in Northeast India has moderate effectiveness, with
cultural relevance and authenticity being critical for success. While digital trends like social
media usage and mobile shopping drive product discovery, consumer trust in influencers is not
absolute, with many prioritizing customer reviews and product quality. Local influencers who
align with regional customs and use local languages are more effective in building trust and
influencing purchases, particularly among younger and lower-income consumers. However,

41
skepticism about influencer authenticity and sensitivity to cultural missteps pose challenges for
brands. These insights suggest that brands should prioritize culturally sensitive, authentic
influencer partnerships to maximize trust and engagement in Northeast India’s diverse market.

A survey was conducted with 125 respondents from Shillong and Guwahati to examine the
impact of influencer marketing on consumer trust. The data provides insights into regional
consumer behavior and preferences in Northeast India.

4.1.1 . Age Group Distribution

Table 1.1: Respondent Distribution by Age Group (n = 125)

Interpretation:

The 24–30 age group dominates, with nearly half (48.8%) of all respondents. This age group
likely includes young professionals and graduate-level students who actively engage with
digital platforms and influencer content.

42
 The 18–24 group (24%) also forms a major segment. Being digitally native and trend-driven,
they are highly receptive to influencer endorsements, especially on Instagram, YouTube, and
Reels.

The 30–36 group (16%) reflects a moderately engaged set of individuals who may prioritize
product quality and value over trendiness, but still follow influencers for guidance.

Respondents above 36 years collectively represent a smaller fraction (approx. 11%),

indicating lower participation or influence by social media in this demographic.

Brands should target content and influencer partnerships primarily toward the 18–30
demographic, tailoring messages that reflect their aspirations, lifestyle, and decision-making
patterns.

The dominance of younger groups suggests a strong preference for authentic and relatable
influencers, especially micro and nano influencers who align closely with the everyday
experiences of this cohort.

4.1.2 Employment Type

Employment type No of respondents Percentage

Employ full-time 56 48.8℅
Student 38 30.4℅
Self-employed 17 13.6%
Employed part time 11 8.8℅
Retired 1 0.8℅
Total 125 100℅
Table 1.2: Respondent Distribution by Employment Type (n = 125

The data reveals that the largest segment of social media users (44.8%) consists of full-time
employees, highlighting that working professionals are highly active online and are likely to trust
influencers’ recommendations when making purchasing decisions. Students make up 30.4% of
the respondents, representing a digitally native group that is frequently influenced by social

43
media trends, particularly in areas such as fashion, technology, and lifestyle. Self-employed
individuals account for 13.6%, suggesting an entrepreneurial audience that may value influencers
for both business and personal guidance. Part-time workers comprise 8.8% of the group,
indicating they follow influencers as well, albeit possibly with more selectivity. Finally, the
presence of only one retired respondent points to minimal engagement from older demographics
in this space

4.1.3 Monthly Income Distribution

Table 1.3: Monthly household income

44
The most common income group among the respondents is Rs 25,001–50,000, with 40
individuals falling into this category, indicating that a majority of the sample belongs to the
lower-middle income bracket. Additionally, 26 respondents reported earning less than Rs 25,000,
reflecting limited financial resources for a significant portion of the sample. On the other end of
the spectrum, higher income groups earning Rs 100,001 and above account for 24 respondents,
representing a small but notable affluent segment within the population

4.1.4: Impact of Influencer Endorsements on Purchasing Decisions

Table 1.4: Influencer indorsement on purchasing decision

The research project “Influencer Marketing and Consumer Trust in Northeast India” examines
how influencer endorsements shape consumer purchasing decisions in a culturally diverse
region. The data, collected from 125 respondents via a structured questionnaire, provides insights
into the effectiveness of influencer marketing. This analysis delves into the findings related to
Objective 1, highlighting the varied impact of influencer endorsements, key drivers, and
consumer trust dynamics.

45
The data reveals that nearly half of the respondents (48%) have made purchases based on
influencer recommendations, demonstrating that influencer marketing holds considerable sway
among certain demographics in Northeast India. However, a slight majority (52%) reported not
being influenced by such endorsements, indicating a notable level of skepticism or resistance.
Among those who were influenced, key drivers included product quality (40%), influencer
credibility (36%), and authenticity (32%). While special offers and relatability also played roles,
they were less commonly cited. Trust in influencer recommendations remains a significant
barrier, with only 26% of respondents expressing trust, while 42% remained neutral and 32%
actively disagreed, underscoring a broader hesitation around influencer motives.

Additionally, 28% of respondents felt deceived or misled by influencer promotions, pointing to

issues like inauthentic content and misalignment with cultural values. Demographic analysis
shows younger respondents (18–24) are more responsive, with 56% having made influencer-
driven purchases, compared to only 20% of those aged 40 and above. Students and part-time
workers also demonstrated greater engagement with influencer marketing than full-time or self-
employed individuals. Interestingly, those in the lower-income bracket (Rs 0–50,000) showed
higher susceptibility to influencer impact (48%) than their higher-income counterparts (36%),
possibly due to a higher reliance on peer-like endorsements when making purchasing decisions.

Overall, the influence of social media personalities in this region is notable but not absolute.
Trust and authenticity are paramount, with consumers prioritizing genuine, relatable influencers
who offer perceived value. For brands aiming to succeed in this market, partnering with
culturally relevant, trustworthy influencers—particularly local ones—can enhance credibility and
drive conversions. Targeting youth-oriented platforms like Instagram and YouTube, emphasizing
transparent communication, and showcasing product quality are vital strategies for improving
influencer campaign effectiveness

46
4.1.5 Social Media Usage

Table 1.5: Social media usage graph

The data indicates that social media is deeply embedded in the daily routines of users in
Northeast India, with over 60 respondents identifying as daily users. In fact, nearly 90% of
participants reported using social media either daily or several times a week, reflecting a high
level of engagement across the sample. Only a small fraction—7 respondents—use it less than
once a week, and just 3 reported not using it at all, suggesting minimal digital disconnect among
the population. This pervasive usage pattern underscores the significance of social media as a
vital platform for influencer engagement and marketing efforts in the region.

Preferred Platforms – Data Summary

Plateform Number of respondents Percentage

47
 YouTube 30 38℅
Instagram 28 32℅
Twitter 18 20℅
Facebook 8 9℅
Mixed/ Other( Instagram, 5 5℅
Facebook, YouTube etc
Interpretation:

 Based on the findings, YouTube emerges as the most preferred platform among audiences
in Northeast India, indicating a strong resonance with video content and vlogs.
Influencers who utilize long-form content, tutorials, or lifestyle vlogging on YouTube are
likely to have a greater impact. Close behind is Instagram, which reflects a high
preference for visual and short-form content such as Reels, particularly among the youth
who are drawn to quick updates, fashion, and lifestyle posts. Engagement is notably
higher with micro-influencers on Instagram. While Facebook remains relevant, its appeal
is stronger among older demographics and community-focused users, making it a suitable
platform for brands targeting family-oriented or broader regional audiences. Twitter, on
the other hand, is the least favored platform among respondents, with limited potential for
influencer marketing in this demographic, though it may still hold value for niche,
political, or news-based communication. Overall, Instagram and YouTube stand out as the
most effective platforms for influencer marketing, especially for campaigns that leverage
visual storytelling and short-form engagement, while Facebook can serve as a
complementary channel for specific target groups.

Social Media Usage Frequency

Daily |
██████████████████████████████████████████████████ 60

Several times a week | ████████████████████████████ 32

Once a week | ███ 4

Less than once a week | ████ 7

48
Not at all | ██

Interpretation:

The data indicates that a majority of respondents in Northeast India (56%) are daily social media
users, highlighting a high dependency on digital platforms and suggesting that influencer
marketing campaigns have the greatest potential for visibility when content is posted consistently
on a daily basis. An additional 30% use social media several times a week, representing a highly
engaged audience that, while not active every day, remains receptive to repeated exposure
throughout the week. Those who use social media only once a week (4%) are less frequently
exposed to online content and may respond better to impactful, well-timed content rather than
constant updates. A small portion (6%) engages less than once a week, requiring external
reinforcements such as peer recommendations or traditional media to be effectively reached.
Lastly, the 3% who do not use social media at all fall outside the effective reach of influencer
marketing and would need to be targeted through offline channels. Overall, the prevalence of
daily users supports a strategy focused on timely, visually engaging content like reels and stories,
reinforcing the value of influencer marketing as a powerful tool for building consumer trust and
brand visibility in the region.

4.1.6 General Perception of Influencer Marketing in Northeast India

49
Influencer marketing is perceived as a trust-building tool among consumers in Northeast India.
The cultural diversity and the regional authenticity of the influencers contribute to a more
personal and relatable engagement.

Table 1.6 General perception

1. Age Distribution – Most respondents are aged 24–30, followed by 30–36 and 18–24.

2. Platform Usage – Instagram and YouTube dominate influencer engagement platforms,

followed by Facebook and Twitter.

3. Perceived Impact – Influencer marketing is most associated with improved brand reputation,
product quality, and customer reviews.

4.Trust Levels – A significant portion strongly agrees or agrees that influencers affect their trust
and perception of products.

Interpretation

 Influencer marketing is increasingly perceived in a positive light, particularly

because it is culturally adaptive, authentic, and relatable. This approach proves
especially impactful in niche or local markets such as Northeast India, where
consumers are more likely to resonate with content that reflects their cultural
context. Trust in influencers grows when their content is localized and culturally
sensitive, and when the influencer maintains a credible presence with regular
engagement. Moreover, the effectiveness of influencer marketing is significantly
enhanced when brand messaging aligns consistently with the influencer’s persona
and values..

50
General perception of the influencer marketing

51
RESPONSE Percentage Insight
Agree 30.9℅ The largest group of
respondents agree that
online review play a
significant role in
influencing their buying
behavior
Disagree 22.0% A considersble portion is
skeptical about the
authenticity of online
review . This could relate to
concerns about fake or
biased review.
Neutral 16.3% Some remain undecided,
possibly because they
consider online review
helpful but not a decisive
factor
Strongly agree 15.4℅ This group is highly
influenced by online
reviews, likely valuing them
almost as much as personal
recommendations
Strongly Disagree 15.4℅ These respondents show
complete mistrust, possibly
due to previous experiences
with misleading or fake
reviews

 Agree (30.9%) – Trusts online reviews; influenced by peer feedback.

Implication: Use authentic testimonials and influencer campaigns.

52
 Disagree (22.0%) – Distrusts reviews due to bias inauthenticity
Implication: Focus on credible, transparent influencers.
 Neutral (16.3%) – Occasional trust; context-dependent.
Implication: Build trust through demos, verified reviews, and consistency.
 Strongly Agree (15.4%) – Heavily relies on reviews for decisions.
Implication: Leverage storytelling and visual proof in influencer content.
 Strongly Disagree (15.4%) – Highly skeptical of online reviews.
Implication: Use offline experiences, word-of-mouth, and trusted endorsem

Interpretation
 46.3% of respondents (Agree + Strongly Agree) show positive trust in online
reviews.
 37.4% are distrustful (Disagree + Strongly Disagree), which reflects a challenge
of credibility in the digital marketing space.
 16.3% remain on the fence, making them persuadable with the right
communication strategy.

4.1.7: Impact of Influencer Endorsement on Purchase Decisions

53
 a. Agree (38.5%) – Trust influencers; value social proof.
b. Strongly Agree (25.0%) – Highly influenced; follow trusted personalities.
c. Neutral (15.4%) – Mixed views; open to trust with authentic content.
d. Disagree (11.5%) – Skeptical; see influencer marketing as overhyped.
e. Strongly Disagree (5.8%) – Reject influencer impact; prefer independent
research

interpretation

 63.5% (Agree + Strongly Agree) of respondents are positively influenced by

influencer endorsements—validating its effectiveness as a strategy.
 17.3% (Disagree + Strongly Disagree) are resistant, emphasizing a need for more
authentic and ethical influencer practices.
 The Neutral segment (15.4%) represents a strategic conversion opportunity with
the right content and messaging.

4.1.8 Trust in Influencer recommendations

54
 Table 1.8 Trust in Influencer recommendation

1. Agree (32%) – Trust influencers for insights and relatable guidance.

2. Strongly Agree (24%) – Highly influenced; engage and act on endorsements.
3. Neutral (20%) – Open but cautious; trust varies by influencer or context.
4. Disagree (14.4%) – Skeptical; see influencers as commercial or inconsistent.
5. Strongly Disagree (9.6%) – Don’t trust influencers; prefer independent or peer
advice.

Interpretation
 56% (Agree + Strongly Agree) trust influencer recommendations, showing it’s a
strong tool in digital marketing.
 Only 24% (Disagree + Strongly Disagree) are dismissive, suggesting influencer
trust is higher than resistance.
 20% of undecided respondents represent a strategic opportunity to gain loyalty
through honest and engaging content.

55
4.2.1 Findings Note: Influencer Marketing and Consumer Trust in Northeast India
 Majority of respondents (≈60%) are aged 24–30, indicating a youth-centric
sample.
 Students and full-time employees form the bulk of respondents.
 Most earn between Rs. 25,000–50,000, reflecting a budget-conscious
demographic.
 Daily social media use is high among respondents.
 YouTube and Instagram are the most used platforms.
 Nearly 48% have purchased a product due to an influencer’s endorsement.
 Product quality, customer reviews, and brand reputation are key purchase
motivators.
 About 56% trust influencer recommendations.
 Neutral and skeptical respondents cite deception or inauthentic content as
concerns.
 Authentic, consistent content is more persuasive.
 Cultural relevance and local context improve influencer impact.
 Clear product demonstrations increase trust and engagement.
 Respondents agree influencer content helps in decisions—when the source is
trusted.
 Influencer marketing works best among youth, students, and lower-income
groups.
 Trust and authenticity are critical to campaign success.
 Multi-platform strategies and localized content enhance effectiveness in the
Northeast.

56
CONCLUSION
Influencer marketing has proven to be a highly effective strategy for fostering
consumer trust, particularly in culturally diverse and community-oriented regions
such as Northeast India. Unlike traditional advertising, which often relies on
broad messaging and celebrity endorsements, influencer marketing thrives on
authenticity, relatability, and localized content. The region’s unique cultural
landscape, comprising various ethnic groups, dialects, and customs, necessitates a
marketing approach that goes beyond generic campaigns. In this context, local
influencers play an instrumental role as they are not only familiar with the
traditions and values of their communities but are also seen as trustworthy peers
by their followers. Their endorsements carry weight, not merely because of their
online presence, but due to the genuine connections they maintain with their
audience. These influencers excel at creating culturally relevant content, often
incorporating local festivals, languages, and storytelling techniques that resonate
deeply with regional consumers. This approach enables brands to communicate in
ways that feel personal and respectful, ultimately driving stronger emotional
connections and consumer loyalty. Moreover, the rise of digital platforms and
tools such as Instagram Reels and YouTube has allowed influencers to expand
their reach while maintaining the intimacy of their content. As consumer
preferences continue to evolve toward authenticity and meaningful engagement,
brands that collaborate with regional influencers are more likely to build
sustainable relationships and achieve long-term success. Challenges such as
identifying genuine influencers and ensuring cultural sensitivity remain, but they
can be navigated through thoughtful research, long-term partnerships, and the use
of analytics. As the digital and social landscape continues to expand, influencer
marketing in Northeast India presents an exciting frontier, offering immense
opportunities for brands that prioritize trust, relevance, and community
engagement.

57
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