SUMMER INTERNSHIP PROJECT ON

A STUDY ON INFLUENCER MARKETING & YOUNG

ADULTS ATTITUDE TOWARDS INFLUENCER
MARKETING

THE PROJECT IS SUBMITTED TO:

THE UNIVERSITY OF MUMBAI IN PARTIAL

FULFILLMENT OF THE REQUIRNMENT FOR THE
AWARD OF DEGREE OF MASTER OF MANAGEMNT
STUDIES (MMS)

BY

MEGHAL JAIN M-304

PROJECT GUIDE:

PROF. ABHISHEK DEOKULE

PTVA’s INSTITUTE OF MANAGEMENT

VILE PARLE (EAST),

MUMBAI-400057

ACADEMIC YEAR 2021-2023

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 CERTIFICATE

I, PROF. ABHISHEK DEOKULE hereby certify that Ms. MEGHAL JAIN,

MMS Student of PTVA’s Institute of Management, has completed a
project titled “A STUDY ON INFLUENCER MARKETING &
YOUNG ADULTS ATTITUDE TOWARDS INFLUENCER
MARKETING” in the Academic Year 2021-2023. The work of the
student is original and the information included in the project is true to
the best of my knowledge.

(Signature of Project Guide) (Signature of the Director)

PROF.ABHISHEK DEOKULE DR. VIJAY WAGH

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 DECLARATION

I, Ms. Meghal Jain MMS Student of PTVA’s Institute of Management,

hereby declare that I have completed the project titled “A STUDY ON
INFLUENCER MARKETING &YOUNG ADULTS ATTITUDE
TOWARDS INFLUENCER MARKETING during the Academic Year
2021-2023.

The report work is original and the information / data / references included
in the report are true to the best of my knowledge. Due credit is extended
on the work of Literature / Data Analysis / Secondary Research by
endorsing it in the Bibliography as per the prescribed format.

(Signature of the Student)

MEGHAL JAIN

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 ACKNOWLEDGEMENT

It is a matter of great satisfaction and pleasure to present this summer

internship report on “A STUDY ON INFLUENCER MARKETING
&YOUNG ADULTS ATTITUDE TOWARDS INFLUENCER
MARKETING” Firstly, I am extremely grateful to my mentor and project
guide PROF. ABHISHEK DEOKULE for his guidance, discussion and
critical assessment of the project.

I am also thankful to my institute PTVA’s Institute of Management for

giving me an opportunity to undergo this learning experience. PTVAIM has
given me access to Turnitin, an internet-based plagiarism detection service
which helped me check my project for similarity and deter any occurrence
of plagiarism so that I could follow all the norms set by our institutes
‘Internal Plagiarism Policy’. I wish to acknowledge my project guide for
his/her valuable suggestions and support while using Turnitin and
bringing down the similarity report to desirable levels. Finally, I take this
opportunity to express my sincere gratitude to all those who have directly
or indirectly helped me in completing my project work.

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COMPANY CERTIFICATE

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PLAGARISM CHECKER REPORT

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 INDEX

Chapter
Title of the Chapter Page No.
No.

1 Cover page 1

2 Institute Certificate 2

3 Declaration 3

4 Acknowledgement 4

5 Company certificate 5

6 Plagiarism checker Report 6

7 Executive summary 8

8 Introduction 9-14

9 Market overview 12 - 13

10 Literature review 14-15

11 Objectives 16

12 Internship Company profile 17 - 20

13 Research methodology 24 & 25

14 Analysis of Data 26-32

15 Conclusion 33 & 34

16 Bibliography 35 & 36

17 Annexure 37-39

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 EXECUTIVE SUMMARY

The area of marketing has rapidly expanded in recent years. Due to the rise of social
media, a number of companies and organisations have been searching for fresh
approaches to market their goods and services. The newest development in advertising
seems to be influencer marketing. Influencers are regular people who have built sizable
fan bases on social media by showcasing their knowledge in a variety of sectors. This
study intends to investigate young Indian individuals' attitudes and knowledge of
influencer marketing. The participants were between the ages of 18 and 25. By doing
so, it will be possible to determine the effect that influencers have on the target group's
purchase decisions. With the use of an online survey, we conducted this study using a
quantitative research methodology. We aim to find out
1) How knowledgeable about influencer marketing is the target audience?
2) How does the target audience see influencer marketing on social media and how it
influences their purchasing behaviour?
3) What are the numerous purchasing considerations when accepting an influencer's
advice?
The study's conclusions show that the target demographic is aware of influencer
marketing and finds it helpful when choosing which products to purchase. Additionally,
it raises customer awareness of a product. When making a purchase based on the
influencer's advice, reliability and trustworthiness are crucial considerations. It stands to
reason that influencer marketing is crucial for reaching the target demographic. Finding
the right kind of influencer—one with a solid reputation in a particular area and great
audience engagement—is essential for successful influencer marketing.

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 INTRODUCTION

Every aspect of our life has been impacted by the digital revolution. Any firm that
wants to succeed today must go digital, as customers use digital platforms for
everything from news consumption to online cab booking. When everything is
available to clients at the touch of a button, any noise from alert prompts and adverts is
regarded as noise. As a result, numerous businesses have begun working with
influencers to promote their goods and services. Influencer marketing has become
increasingly popular as a means of advertising in recent years. Influencer marketing is
now an excellent technique to focus on because to the rise in social media usage and
the popularity of mobile image-sharing apps like Snapchat.

Influencer marketing is the action of paying people to personally promote a product,

usually through social media platforms such as Instagram and YouTube. A 2017
survey by the Association of National Advertisers External found that 75% of
marketers use influencer marketing in their promotion strategy.

1 As the influencer marketing industry grows, some universities are offering courses in
influencer strategies and influencer-related public relations.

2 Influencers are those who can reach and resonate with a large audience, but the size
of that audience can vary:

 Mega-influencers are celebrities famous from acting or other highly public

work with more than a million followers;
 Macro-influencers are typically "internet famous," and are generally what
people refer to when talking about "influencers" and have between 100,000 and
a million followers;
 Micro-influencers are more niche, known in their industry, and can have
follower counts between 1,000 and 100,000; and
 Nano-influencers, who have a more immediate relationship with their
followers, either because of their content or geographic focus, and usually have
less than 1,000 followers.

The sort of influencer you select might depend on a variety of factors, but the two most
important considerations are the influencer's number of followers and the kind of material
they produce.

Some examples of types of influencers based on content:

 Sports and fitness influencers – commonly promote sports brands, companies

that provide wholesome food and drinks, and generally anything that has to do
with health and fitness.

P a g e 9 | 39
  Bloggers and vlogger influencers – are typically built around content
producers who already have a sizable fan base thanks to their blogs or vlogs.
They are renowned for producing excellent, well considered content across a
variety of platforms.
 Travel influencers – providing travel and tourism-related information. They
provide their fans, who often seek travel inspiration, travel ideas, tricks, and
reviews.
 Beauty influencers – they concentrate on making beauty and makeup-related
material. They also work on tutorials, product evaluations, and innovative new
cosmetic concepts. Working with beauty influencers may be the best method for
a business that focuses on beauty to swiftly and effectively increase sales.
 Photographers influencers – make material that best demonstrates.
photography's artistic merit. To advertise their products, camera companies and
brands frequently resort to photographic influencers (camera gear).
 Gamers influencers – promote video games and game-related products
broadly. They are niche influencers who target specialised audiences.
 Fashion influencers – are among the most prevalent categories of influencers.
They advertise a wide range of goods, including footwear, apparel, and
accessories. They also feature evaluations as well as fresh concepts and fashions
in their material.
 Parenting influencers – are all about parenting life. To connect with other
parents from across the world, they create material based on parenting advice,
reviews, and personal parenting tales.

Let’s see one example of influencer marketing:

One of the earliest instances of influencer marketing was spotted as early as 1970, despite
the hype surrounding it having grown with the rise of social media. Puma paid Pele to
stop before the start of a World Cup game to tighten his shoelaces in a cunning manoeuvre
that laid the groundwork for companies later. Say what? That's accurate. Puma saw a 300
percent spike in sales as a result of Pele's seemingly innocent act of tying his shoelaces.
What actually occurred, then?

P a g e 10 | 39
Pele was regarded as one of the best players on the Brazilian side at the time and was at
the height of his powers. Everyone was shocked, including the cameraman, when he told
the referee that he needed to tighten his shoelaces shortly before the game began. After
all, it was something that a player would rarely do. Because of this, the cameraman
focused on Pele for about 50 seconds, at which time the world saw him wearing Puma
sneakers. You now understand what led to the 300 percent rise.

7 STEPS TO CREATE & RUN SUCCESSFUL INFLUENCER MARKETING

CAMPAIGN

STEP 1: SET YOUR GOALS AND KPIS

You must establish your approach before you browse influencer profiles and send
emails. Your influencer marketing plan should assist you in identifying your objectives
and the steps required to reach them. In other words, it's your formula for success, and
you won't be able to keep your campaign on track without a clear plan to direct your
choices.

Decide your goals

What precisely do you hope to accomplish with your influencer campaign? You might
choose to have a single objective in mind or multiple. Your influencer campaign might
be better designed to produce outcomes if your goals are more precise. Your
campaign's objectives may centre on increasing conversions, brand engagement, brand
loyalty, or brand exposure.

Choose your KPIs

Having determined your goals, using key performance indicators (KPIs) will enable
you to assess their progress. Choose a key performance indicator (KPI) for each
objective so you can track your progress throughout and after the campaign. KPIs for
conversions will include the number of sales, clicks, or subscriptions, whereas KPIs for
awareness may include impressions or views.

Plan your strategy

You may determine how working with influencers can help you expand your business
by keeping your goals and KPIs in mind. To create a framework for your campaign,
you need decide on your target demographic, your preferred social media platforms,
and the kinds of influencers you should collaborate with.

STEP 2: SELECT THE TYPE OF CAMPAIGN

What kind of campaign should be run is the next choice to be made. Consideration
must be given to content formats, social media platforms, and influencer payments.
Your choice of campaign format should be directly related to advancing your
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objectives. For instance, if your objective is to increase online sales of your limited-
edition hand lotion, you may conduct a discount code campaign and give influencers
10% of the sales proceeds.

Some of the most types of campaigns include:

 Sponsored influencer posts

 Unboxing and product gifting
 Giveaway competitions
 Affiliate marketing
 Product collaborations
 Seasonal campaigns
 Brand ambassador campaigns

STEP 3: SELECTION & OUTREACH OF INFLUENCERS

Your plan in place, the action can now start! By leveraging the characteristics of your
brand's target market and reviewing creator performance indicators, you can begin
locating creators for your campaign and select the influencers most suited to your
requirements.

Choosing the appropriate tools is crucial when managing your influencer marketing.
By spending money on the correct software and integrations, you may maximise the
effectiveness of your campaign while saving time and resources. Utilize Upfluence's
influencer search tool to locate influencers at a large scale. Utilize more than 20
powerful search filters to locate producers in a database. As an alternative, you may
find influential people inside your own brand network by examining the social reach of
your clients, subscribers, or followers using Upfluence's influencer matching tool.

Reaching out may start as soon as you have a selection of relevant influencers. Don't
forget to explain your company and goods, advance a compelling value proposition,
and provide information about your remuneration offer.

STEP 4: SUMMARY & CONTRACTS

The last stage involves discussing your campaign brief with your chosen influencers,
negotiating payment, and signing a contract. Every new campaign needs a brief that
outlines key information concerning content creation, messaging tone, dos and don'ts,
and a timetable. A compelling brief informs the influencer and motivates them to
cooperate with your company.

Any partnership has to engage in negotiation. You should seek for relationships that
will benefit both parties and strike a balance between the influencer's expected level of
effort and your financial obligations. Try to comprehend the influencers' expenditures
while creating your offer as there is no set fee for influencer material. When selecting

P a g e 12 | 39
how much to pay, consider elements in the campaign, such as time and equipment
needed, as well as characteristics like geography, industry, and brand affinity.

The creation of an influencer contract is the last step in onboarding. Today's

influencers, like freelancers, tend to want a contract. So don't be scared off; a proper
contract will help define terms, minimise risks, and provide the groundwork for an
open, respectful cooperation. By establishing and approving expectations

Making an influencer contract is the last step in the onboarding process. The majority
of influencers nowadays, like independent contractors, demand a contract. Don't let a
contract frighten you; a good one will help define terms, lower risks, and provide the
groundwork for an open, respectful cooperation. You may ensure that both parties are
on the same page by establishing expectations and then agreeing to them.

STEP 4: CREATING CONTENT

After you've worked out all the kinks in your campaign contract and strategy, it's time
for your influencers to start putting their creative juices to work! Making ensuring your
influencers have everything they need to begin creating content for the campaign is
your responsibility as the campaign's marketers. This entails sending out product
samples, disseminating campaign rules, and, if necessary, creating promotional codes
or affiliate connections.

Give time for content assessment and validation before artists start posting their work,
if that's vital for your business.

You can effortlessly handle delivering briefs, contracts, and approving content from
one dashboard using Upfluence's influencer campaign workflow platform.

STEP 5: CONTENT EXPANSION

Your campaign is now running! By promoting influencer-generated content throughout
and after the campaign, you may enhance its effectiveness. You may reach even more
people by resharing campaign material and promoting your cooperation on your
brand's owned channels, such as social media, your website, and newsletters.

You could also choose to use sponsored media campaigns to advertise your greatest
influencer content. Planning your initial campaign budget should include a major factor
for purchasing extra media space. Remember to include content ownership or
whitelisting rights in the contract when repurposing material on paid channels to
maximise the value of the influencer content you have already paid for.

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STEP 6: MEASURING & REPORTING FOR A CAMPAIGN
Your KPIs (selected at the beginning of your campaign) must be measured at the
conclusion of your influencer marketing campaign in order to evaluate its
effectiveness. You should monitor the KPIs that line up with your marketing goals and
assess if those goals have been attained.

Campaign measurement, however, shouldn't take place simply after the conclusion of
the campaign. When you use a technology like Upfluence to run your campaigns, you
have immediate access to campaign metrics, allowing you to quickly make changes to
keep the campaign on course..

You should keep track of your performance in order to determine your return on
investment and earned media value. This will demonstrate the immediate benefits of
your influencer marketing expenditure and demonstrate whether it was worthwhile.

You may choose which influencers to work with again in the future by evaluating each
influencer's performance individually. To guarantee that your ROI remains strong
during subsequent influencer marketing efforts, you should cultivate long-term
relationships with your best-performing influencers.

Measuring the quantity and value of sales will enable you to precisely calculate and
compensate your influencers if you are running a revenue-share campaign..

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 MARKET OVERVIEW

The Indian influencer market is predicted to develop at a compound annual growth rate of
25% until 2025, when it would be valued Rs 2,200 crore, according to the Influencer
Marketing Report.

This growth may be attributed to the rising popularity of short video formats on websites
like Facebook, YouTube, and other short-format video outlets that have fuelled social
media usage, as well as the optimization of data collection that marketers use for social
media marketing. India now has over 448Mn active social media users who, on average,
spend 2 hours and 25 minutes using social media.

Influencer marketing, which was once considered a fad, has fast evolved into an essential
tool in a brand's marketing toolbox. Influencer marketing is currently recognised as a
crucial advertising strategy since it has been employed in 93 percent of marketing
initiatives..

As of 2021, the personal care vertical has the greatest market share of all the industries
involved in influencer marketing in India, with a 25 percent share. The food and
beverage, fashion and jewellery, and mobile and electronics industries were some of
the other well-known businesses that heavily utilised influencer marketing. Social
media has given digital marketing in India a new level of authenticity as consumers
build their own personal brands and groups.

According to reports on the influencer marketing industry in India in 2021, influencers

accounted for 73 percent of all marketing spending. Celebrities received just 27% of
the budget. Marketing executives said that they anticipated increasing their marketing
expenditures on influencers, some by almost over 25% in the next years.

 The influencer marketing sector is expected to expand to around $16.4 billion

in 2022.

 Platforms with an emphasis on influencer marketing attracted more than $800M

in financing in 2021 alone, demonstrating the industry's rapid expansion.

 There were 18,900 companies offering or specialised in influencer marketing

services globally as of 2021, an astounding 26 percent increase from the
previous year.

 Although Instagram influencer fraud has decreased over the past few years, it
still affected 49% of accounts in 2021.

 In 2022, more than 75% of brand marketers plan to allocate money for
influencer marketing.

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 An estimated 9% YoY rise in the use of ad blocking programmes, with the
average global desktop ad blocking rate hovering at 43%, has a significant
negative impact on the growth of the influencer marketing industry.

 54 percent of companies that deal with influencers run online storefronts

 In 2021, businesses began to pay influencers more often. The balance between
influencers receiving free items and those receiving monetary compensation is
now equal.

 The most popular Instagram brand, Zara, is thought to have a 2,074,000,000

reach.

 In 2021, Netflix has the most brand following on TikTok.

 In 2022, 68 percent of our marketers want to increase their spending on

influencer marketing.

 Nearly 80% of companies that participate in influencer marketing utilise

Instagram.

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 LITERATURE REVIEW

Lord & Taylor, a major retailer, teamed up with about 50 Instagram influencers in
2015 and requested them to share photos of themselves wearing a particular outfit on a
particular day. The Influencers enthusiastically complied and shared the pictures on the
designated day in exchange for a 1000$ to 4000$ reward. (2021 Adweek)
The photos were seen by 11.4 million Instagram users, which led to 328,000 brand
interactions on their Instagram account and a swift sell-out of the dress. Since many
consumers were unaware that they were being promoted to, it didn't significantly
interfere with their Instagram experience.
This is but one illustration of how successful influencer marketing campaigns can be
when done flawlessly.

Burke, Kayleigh Elizabeth (2017) performed a survey among Virginians for Social
Butterflies How Social Media Influencers. Through a comparison of the differences
between SMI (social media influencers) posts and brand posts, the study analyses SMI
impacts on product perception.

Early in the year 2000, a number of articles on the expanding acceptance of word-of-
mouth marketing were released. A key contribution to understanding the impact of
influencers was made by (Freddrick Reichheld’s) 2003 paper, "The one number you
need to grow," which was published in Harvard Business Review. The paper
elaborated the significance of developing a brand image through the right influencers
among customers. Thereafter, in the early 2000s, there were several papers published
that discussed the significance of influencers.

Influencer marketing is highly successful in assuring a favourable eWOM, according to

De Veirman, Cauberghe, and Hudders (De Veirman et al.: 2017, pp. 798–828)
(electronic word of mouth). Studies by Sudha and Sheena (Sudha& Sheena: 2017,
pp. 14–30), who discovered that influencer marketing promotes a degree of trust that
traditional marketing communication often finds challenging to obtain, further
reinforced the efficacy of influencer marketing.

According to a survey, marketers may earn up to $20 for every dollar they spend on
influencer marketing, or an average of $6.50. (Tulman,2021)

69 percent of responders to a (Talkwalker) poll indicated influencer marketing is their

top strategic objective. Brands have jumped on the influencer marketing bandwagon in
an effort to legitimately promote their products to customers.

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Studies conducted in India by McKinsey & Company indicate that digital influencers
can have a real impact. Their findings show that 80% of customers will choose a new
brand based on the advice of a significant influencer. Every day, millions of items are
promoted, with an equal number of influencers supporting each one. With many levels
of interaction in mind, they constantly attempt to establish a connection with their
followers, including trust-building, raising awareness of their particular category, and
advertising.

In their study on Gen Z, Janusz Wielki (2020) notes that the most crucial factor
determining the effectiveness of digital influencers' actions turned out to be trust in a
particular person as an authority, the veracity of the message communicated, and the
connection between the message and a particular person.

According to Johan Grafström et al 2018 . study "The Impact of Influencer

Marketing on Consumers' Attitudes," influencers have an impact on millennials'
attitudes through their varied marketing strategies.

According to Steven Woods' 2016 research "Sponsored: The Emergence of Influencer

Marketing," large advertising agencies' strategies for influencers include outsourcing or
employing a whole social media staff, and influencers profit greatly from these
strategies.

Schiffman &Kanuk. (2010) mentioned that the consumer made the purchase decision
is influenced by several measurements, namely (1) the measurement of culture, has the
most influence and is the most extensive in the behaviour of consumers so that
marketers can understand the influence of culture, sub-culture, and social class of
consumers; (2) social measurement is needed to be considered when designing a
marketing strategy because these factors can affect consumer responses; (3) personal
measurements, which consist of the age and stage of life cycle, occupation, economic
situation, lifestyle, personality, and self-concept affects the consumer on what is
purchased; and (4) psychological measurement, include motivation, perception,
learning and beliefs and attitudes also influence the selection of consumer purchases.

According to Gillin (2008), the "new influencers" are starting to rip at the 100-year-
old fabric of marketing, eventually leading to the emergence of a new kind of
marketing that is defined by dialogue and community. Social media is quickly taking
over as the primary route for information dissemination. According to this study, social
media are altering how consumers view media and influence, yet even as more
businesses utilise social media, they are still having trouble identifying the most useful
indicators.

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 OBJECTIVE

 To understand the attitude of young adults towards influencer marketing

between the ages of 18 and 25.
 To study the perceptions of influencer marketing among young adults in India.
 To do research on successful influencer marketing strategies.

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 COMPANY PROFILE

Firm specializing in App, Web and e-commerce Development

& Digital Marketing Agency.

The company was started in 2015

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P a g e 21 | 39
They have 100+ clients:

 A Tanna & sons opticians

 Fudpro
 Joy products
 Mere pheri
 Cosmo derma
 Nutriheal
 Feminine wonder
 Rokitos
 Prafulta
 Nadkarni classes
 Being sevak
 Brain gym
 Happy cup
 Anfiz
 Madalassa & they have many more clients

P a g e 22 | 39
REGISTERED ADDRESS:

Phone: +91-85910 65604

Email: [email protected]
Location: 10B, Ashok Bharti Building, Phrozeshah Mehta Road,
Navpada, Vile Parle, Mumbai, Maharashtra 400057

SOCIAL MEDIA LINKS

 INSTAGRAM: https://www.instagram.com/applicorns/?hl=en
 LINKIDEN: https://www.linkedin.com/company/applicorns1/
 TWITTER: https://twitter.com/applicorns
 FACEBOOK: https://www.facebook.com/Applicorns/
 WEBSITE: www.applicorns.com

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 RESEARCH METHODOLOGY

Type of Research

A questionnaire was used to gather the main data. Effect of Influencer Marketing
on Young Indian Adults is a question on the questionnaire. Finding the impact of
influencer marketing on young Indian adults is the study's key goal.

Research Design

This research is applied and employs descriptive and empirical methods. In order
to understand the function of influencer marketing among young Indian
individuals between the ages of 18 and 25, research papers were done to analyse
the data collected. Regarding the respondents' awareness of and attitudes about
influencer marketing, the author developed certain study questions. The
participants' thematic areas of influencer following were identified, as well as
whether the respondents themselves follow social media influencers. On several
social media platforms, including Facebook, LinkedIn, and Instagram, the author
sent the research questionnaire to participants in this study's target demographic.
The analysis of 50 replies was recorded. Because it allowed for the collection of
responses from the target population, who resided in various regions of India, the
author picked the online questionnaire for the research.

Hypothesis
A hypothesis is an assertion, a notion put out for the purpose of debating whether
it may be true. It may or may not be correct. A hypothesis is an assertion or
recommendation made in relation to the study's goal. It might be alternative or
null. The following is the study's hypothesis:
 H0: Influencer’s collaboration with company is independent on gender
 H1: Influencer’s collaboration with company is dependent on gender

 H0: Influencers tips & recommendation is dependent on education

 H1: Influencers tips & recommendation is independent on education

Sampling Method

It would be practically challenging or occasionally impossible to gather data,

analyse, and investigate every element in research investigations including a few
thousand or more of those elements. Therefore, sampling is used. Drawing a
sample from a broader population is the act of sampling. By assessing sample
statistics and testing the statistical hypothesis linked to the unknown population
parameter, sampling's primary goal is to to the general public. The time, money,
and labour required for data collecting are all reduced through sampling. Results
are frequently more accurate than those from a census technique. Sampling

P a g e 24 | 39
design involves elements like population definition, sampling frame, application
of the proper sampling technique, choice of sample size, and sampling procedure.

Sample Size

A sample from 50 people was collected to know the effect of influencer marketing
on young adults.

Sources of Data Collection

1. Primary Data
Primary data is collected directly from main sources through
interviews, surveys, experiments, etc.
In order to find out the consumer attitude towards sanitary napkins,
the data collection was done using questionnaire and was collected
according to the convenience of the respondents without
disturbing their work. The variable was measured on a five point
scale, stating ‘1’ – strongly agree, ‘2’- agree, ‘3’- neither agree nor
disagree, ‘4’- disagree, ‘5’- strongly disagree, also on two point scale
Yes/No. Multiple Choice Questions were also collected close
ended questions.
The sample population was contacted by email, telephonically and
also by meeting in person. The respondents were given detailed
instructions to fill the questionnaire.

2. Secondary Data
Secondary data for the study is taken from various journals, articles,
previous thesis, authorized websites and textbooks. This helped to
understand more about the study and basics and components relating
to the study.

Tool for Data collection

Questionnaire: A questionnaire is a pre-formulated written set of questions to
which respondents record their answers, usually within closely defined
alternatives. Questionnaires can be administered personally, mailed to the
respondents, or electronically distributed. In the present research, questionnaire
for the sample population was contacted by email, telephonically and also by
meeting in person. The respondents were given detailed instructions to fill the
questionnaire.

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 DATA ANALYSIS & INTERPRETATION

Hypothesis Testing

1) Attitude towards influencer marketing? [It is important that an influencer tells about the
collaboration with the company ]

important to tell about the collaboration with the

observed company total
5 4 3 2 1
19 7 4 1 n/a 31
Gender 10 6 3 0 n/a 19
2 1 0 0 n/a 3
Total 31 14 7 1 n/a 53

important to tell about the collaboration with the

expected company total
5 4 3 2 1
18.13207547 8.188679 4.09434 0.584906 n/a 31
Gender 11.11320755 5.018868 2.509434 0.358491 n/a 19
1.754716981 0.792453 0.396226 0.056604 n/a 3
Total 31 14 7 1 n/a 53

Chi Square 0.986292167

H0: Influencer’s collaboration with company is

independent on gender

H1: Influencer’s collaboration with company is

dependent on gender

Since the value of chi square is 0.98 which is more than

0.05. Therefore the H0 is accepted

P a g e 26 | 39
2) Attitude towards influencer marketing? It has offered me useful tips and recommendation

offered useful tips and recommendation

observed total
5 4 3 2 1
7 9 2 0 0 18
education 6 3 1 0 0 10
7 17 1 0 0 25
Total 20 29 4 0 0 53

offered useful tips and recommendation

expected total
5 4 3 2 1
6.792453 9.849057 1.358491 0 0 18
education 3.773585 5.471698 0.754717 0 0 10
9.433962 13.67925 1.886792 0 0 25
Total 20 29 4 0 0 53

Chi Square 0.314676

H0: Influencers tips & recommendation is dependent on education

H1: Influencers tips & recommendation is independent on education

Since the value of chi square is 0.31 which is more than 0.05.
Therefore the H0 is accepted

P a g e 27 | 39
 DATA ANALYSIS & INTERPRETATION

The first part of this survey was mainly focused on identifying the demographics of the
individual respondents. The demographics included the, gender and level of education
of all the respondents. All the analysed data is represented in the following diagram

 35.8 % of the respondents were male

 58.5 % of the respondents were female.
 6 % of the respondents were prefer not to say .

Out of 53 respondents

 18.9% young adults are graduated

 34% young adults are undergraduates
 47.2% young adults are postgraduation

P a g e 28 | 39
Out of 53 respondents

 81.1% young adults are aware of influencer marketing

 11.3% young adults are not aware of influencer marketing
 7.5% young adults are maybe aware of influencer marketing we can assume
that young adults have heard about influencer marketing but now known to
them much

Out of 53 respondents

 58.5% young adults trust influencer’s recommendation about product/services

 11.3% young adults don’t trust the influencer’s recommendation about
product/services.
 30.2% young adults trust only sometime on influencer’s recommendation about
product/services.

P a g e 29 | 39
Out of 53 responses

81.1% young adults states that influencer marketing is on growth stage in past 12
months

13.2% young adults state that influencer marketing is on the stagnation stage in the past
12 months

Out of 53 responses

 83% young adults follow influencers on YouTube & 49.1% on Facebook

 84.9% young adults follow influencers on Instagram & 11.3% on twitter
 17% young adults follow influencers on snapchat
P a g e 30 | 39
P a g e 31 | 39
P a g e 32 | 39
 CONCLUSION

The purpose of the study was to investigate the target audience and their various attitudes
and levels of knowledge of the subject of influencer marketing in order to, via thorough
analysis of the research's findings, arrive at a solution to the primary research problem.

In conclusion, it can be said that among young adults between the ages of 18 and 25,
influencer marketing is quite significant. The frequency with which they view or read
posts from influencers on various social media platforms indicates how important social
media is in their life. Because it reaches a large portion of the target market, utilising
social media to try to attract new clients and advertise products or services may be quite
advantageous for many businesses. The target audience is significantly impacted by
influencer marketing, for instance by increasing their product awareness. Additionally,
influencer marketing is a fantastic technique for marketing because the majority of the
target market follows influencers on social media and may consider purchasing a good
or service based on an influencer's recommendations. Influencer marketing is effective
with target audiences of all ages and genders. Even if there are always some individuals
who do not believe influencer marketing to be beneficial, do not follow influencers on
social media, or do not let influencer marketing to have an impact on them, the majority
views influencer marketing favourably. This study also demonstrated that influencer
marketing is effective with this particular target audience.

Based on the research's findings, it can be advised that using influencer marketing as one
of a company's marketing techniques may be advantageous, particularly if the company
wants to focus on young Finns between the ages of 15 and 24 as its target market. When
the target demographic for the campaign is the one indicated above, it may also be
advised that influencer marketing be employed primarily on the social media platforms
like Instagram, Snapchat, YouTube, and Facebook. A suggestion for influencers is to
publish about topics that their target audience is interested in, since both the customer
and the influencer will profit from this.

The results and recommendations are applicable to the particular target group previously
discussed as well as to the present. If a different target group is studied on the same

P a g e 33 | 39
subject in the same way, the findings may be completely different. This is because, for
instance, age is a factor that may have a significant impact when discussing social media
and influencer marketing on it. Based on the findings, this can lead to different
interpretations and recommendations. The application of this research is, however,
essentially still valid for that as well.

P a g e 34 | 39
 REFRERENCE

The Ultimate Influencer Marketing Guide. TapInfluence. (2021). Retrieved 12

May 2021, from https://www.tapinfluence.com/
the-ultimate-influencer-marketing-guide.

Belagatti, P. (2017). The Importance and Impact of Influencer Marketing in 2017

100 Influencer Marketing Statistics for 2021. Influencer Marketing Hub.

(2021). Retrieved 12 May 2021, from
https://influencermarketinghub.com/influencer-marketing-statistics

How to find the best Instagram influencers to promote your brand. Talkwalker.
(2021). Retrieved 12 May 2021, from
https://www.talkwalker.com/blog/best-instagram-influencers.

The State of Influencer Marketing 2018. (2018). Retrieved 12 May 2021, from
https://www.linqia.com/wp-content/uploads/2017/12/Linqia-The-State-of-Influe
ncer-Marketing-2018.pdf

Millennials Survey — The McCarthy Group. (2021). Retrieved 12 May 2021,

from https://www.themccarthygroup.com/millennials-survey

New research: The value of influencers on Twitter. (2021). Retrieved 12 May

2021, from
https://blog.twitter.com/marketing/en_us/a/2016/new-research-the-value-of-inf
luencers-on-twitter.html

Schröder, J. (2021). Influencer Fraud on Instagram - A Descriptive Analysis of

the World's Largest Engagement Community. Retrieved 12 May 2021, from
https://www.researchgate.net/publication/337651456_Influencer_Fraud_on_In
stagram_-_A_Descriptive_Analysis_of_the_World's_Largest_Engagement_C

Aka K. (2016). New research: The value of influencers on Twitter. New York

Barker S. (2020). How Social Media Influencers Can Impact Your Customers' Purchase
Decisions

Cobain D. (2020). How Influencer Marketing Affects Consumer Buying Behaviour. 2

Diggit agazine. (2020). The impact of instagram influencers

Foster J. (2019). Why Influencer Marketing is Creating Huge Returns for Businesses

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Influencer Marketing Hub. (2019). What is Influencer Marketing: An in Depth Look at
Marketing’s Next Big Thing

Kramer S. (2019). The Impact of Influencer Marketing on Consumers

Levin A. (2020). Influencer Marketing for Brands: What YouTube and Instagram Can
Teach You About the Future of

Digital Advertising. New York: Research Gate

Mahal M. (2020). TikTok ban and its business impact on Influencer Marketing Industry

Makropoulos M. (2020). 2020 Influencer Marketing Trends

Referal Rock Learn. (2020). How Influencer Marketing Can Build Your Brand. 2-8

Stefan Zak M. H. (2020). The role of influencers in the consumer decision-making

process. Research Gate

Wiley K. (2019). 4 Ways Influencers Have Changed Consumer Buying Behavior

Working influencer. (2019). Tips for becoming an influencer

P a g e 36 | 39
 ANNEXURE

1) Gender
 Male
 Female
 Prefer not to say

2) Level of Education
 Undergraduate
 Graduate
 Postgraduation

3) Are you aware of Influencer marketing?

 Yes
 No
 Maybe

4) Do you trust an influencer's recommendation about product/service?

 Yes
 No
 Maybe

5) State the influencer marketing in the past 12 months?

 Growth
 Decline
 Stagnation

6) You follow influencers on ?

 Youtube
 Instagram
 Facebook
 Twitter
 Snapchat

7) What factors do you consider while choosing influencer on social media ?

Strongly agree Neutral Disagree Strongly

agree disagree

I follow
influencers
by looking
the number
of followers

I follow
influencers
by seeing
the reach of

P a g e 37 | 39
 the
audience

I follow
influencers
by the
quality of
engagement
he/she
shares

8) Usefulness of influencer marketing?

 totally useful
 rather useful
 neutral
 rather useless
 totally useless

9)

P a g e 38 | 39
10) Types of product/services you bought according to the advice of
influencers

 Universities & school

 Sports & fitness
 Clinic
 electronics
 home décor & kitchen appliances
 hotel & tourism services
 Beauty & fragrances
 Restaurants
 Fashion

P a g e 39 | 39