Empowering Future Generations: Analysing Influencer Marketing Effect on Consumer Behaviour in Uttar Pradesh

Abstract

The study explores the role of influencer marketing in shaping consumer behaviour, with a focus on impulse buying across urban and rural areas of Uttar Pradesh. Using a descriptive research approach, data was collected through google form questionnaire to identify key factors influencing consumer decisions, such as trust, relatability, and content engagement. The findings reveal distinct patterns: urban consumers are drawn to aspirational and trend driven influencers, while rural consumers prioritize authenticity, practicality, and local relevance. The research emphasizes the importance of tailoring marketing strategies to address these differences, offering insights into how influencer campaigns can bridge the urban-rural divide. By understanding regional consumer dynamics, the study provides actionable recommendations for marketers to create more effective and inclusive campaigns that empower consumers and promote sustainable purchasing habits.