A STUDY ON RELIABILITY TEST TO CONFIRM ANTECEDENT OF INFLUENCER MARKETING AND CONSUMER BEHAVIOR WITHIN PUNE CITY

Abstract [English]

This research study investigates the antecedents of social media influencer marketing. These antecedents were found and perceived to impact consumer behavior within Pune City. In particular, the research focuses on understanding the role of key factors such as trust & credibility, consumer connect & engagement, and social circle influence, the conceived belief system of the consumer antecedents that drive consumer decisions in influencer-led campaigns. By investigating these factors, the study aims to confirm their significance and reliability to firmly shape the construct of the impact of SMIs on consumer purchasing patterns, in a quickly developing urban market. The researchers employed a quantitative research approach, picking primary data from active social media users in Pune city. These users are followers of social media influencers using platforms like YouTube, Instagram, and Twitter. The Structured survey questionnaire was distributed to measure variables such as consumer trust & credibility, influencer content richness & authenticity, and purchase intent. Reliability testing was conducted using Cronbach’s alpha, to evaluate the consistency of the identified antecedents which influence consumer behavior. The analysis revealed that the alpha value of 0.754, fits contentedly within the prescribed range, indicating that the 42 items (defining antecedents) are well-designed. It also reveals that these items effectively acquire the envisioned concept. The inclusion of 42 items in the analysis advocates that a larger number of items normally increases the likelihood of capturing a comprehensive picture of the construct, thereby the reliability increases. This study confirms the importance of factors such as “Influencers are credible specialists, and following their advice is accepted socially” and "Consumers’ aristocracies support social media influencers’ recommendations". These factors when synthesized to “credibility” and “recommendation-centric”, bring into the limelight as crucial antecedents to be considered in the social media influencer marketing effectiveness within Pune City. The findings provide valuable perceptions for marketers looking to optimize their strategies. They can leverage social media influencer marketing to engage local viewers. This research study also contributes to the academic understanding : (a) how influencer marketing affects consumer behavior within Pune city (b) offers practical applications for businesses within the urban setting.