The Use of Influencer Marketing in Indian Retail Outlet Promotion on Social Media

Abstract

This study examines the role of influencer marketing in the promotion of Indian retail establishments via social media platforms, responding to the dynamic landscape of consumer behavior and digital marketing strategies. The primary problem facing this research is quantifying the impact of influencer collaborations on foot traffic and revenue in India's dynamic and diverse retail industry. We did a literature analysis to place influencer marketing within the framework of the international and Indian retail industries to help with this issue. We looked into the intricate retail landscape in India, considering the many demographic, cultural, and socioeconomic factors that influence the preferences and shopping habits of Indian consumers. Across a number of product categories, an empirical research was conducted in India to identify the most successful influencer marketing campaigns. Key performance indicators including engagement rates, click-through rates, and conversion rates were evaluated to investigate the impact of influencer partnerships on the promotion of retail store locations. We also looked into the significance of authenticity in running a campaign and the variables that should be taken into account when selecting influencers and content strategies. Concerns about transparency and disclosure were among the topics explored in this research of the challenges of influencer marketing in India. This study focused on the ethical questions and difficulties associated with influencer marketing in India. Both the regulatory repercussions and the need for industry-wide standards were discussed. The primary findings emphasize the tremendous potential of influencer marketing in boosting the retail outlet's exposure and sales in the Indian market. Additionally, the findings highlight the necessity of authenticity and compliance with developing rules.