Abstract
In the Fast-Moving Consumer Goods (FMCG) industry, consumer choices are strongly shaped by social proof and perception. Influencer marketing has become an important promotional tool as more customers turn to influencers for brand opinions, product insights, and recommendations, especially with the rapid rise of social media. This study looks at how influencer marketing affects consumer engagement, trust, brand credibility, and purchase intention in the FMCG sector. The findings suggest that when an influencer’s image closely matches the target audience, they can significantly boost brand visibility and shape consumer attitudes. Micro-influencers often create higher engagement due to their authenticity and niche focus, while macro-influencers reach a broader audience. This paper explores how effective influencer marketing is in the FMCG industry by examining its impact on consumer engagement, trust, brand credibility, and purchase intention. The results indicate that influencers are most effective at raising brand awareness and shaping consumer attitudes when their persona closely matches the target audience. Micro-influencers have a tendency to deliver greater engagement because of authenticity and niche, whereas macro-influencers have a broader scale. But over-commercialization, false promotion, and transparency will decrease trust and decrease campaign levels. The research proposes that genuineness, disclosure, and pertinence of content rank highest as the crucial success determinants of influencer marketing in the FMCG sector. The insights are meaningful in offering implications to the marketer to come up with an ethically good and consumer-focused strategy for influencers.
Keywords
Influencer Marketing, Consumer Behavior, FMCG, Macro-Influencers, Micro-Influencers, purchase intention, Influencer Authenticity, Social Media Engagement, Brand Credibility, Influencer Marketing.
Citations
IRE Journals:
Vepuri Gokul, Potham Rama Sai Kiran Reddy, Dr. B. Vamsi Krishna "A Study on the Effectiveness of Influencer Marketing in The FMCG Sector" Iconic Research And Engineering Journals Volume 9 Issue 6 2025 Page 46-54 https://doi.org/10.64388/IREV9I6-1712494
IEEE:
Vepuri Gokul, Potham Rama Sai Kiran Reddy, Dr. B. Vamsi Krishna
"A Study on the Effectiveness of Influencer Marketing in The FMCG Sector" Iconic Research And Engineering Journals, 9(6) https://doi.org/10.64388/IREV9I6-1712494
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