Özet:

The aim of this research was to examine the effectiveness of social media influencer marketing (SMI), examined its impact on consumer purchasing behaviour and whether this is perceived by consumers. A validated survey was used to collect data from a sample of 150 consumers from Pune City, Maharashtra, India, who buy things online getting affected by advertisements on social media platforms like Facebook, Twitter, and Instagram. The results of the study show that consumers are less likely to buy products advertised on social media. There is also evidence that consumers perceive such social media influencer marketing campaigns as advertising. However, consumers are more likely to engage in this type of marketing if they feel that the advertiser is genuine and trustworthy and trust the influencers themselves

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