Consumer Learning Through Influencer Marketing: Evidence From Electronic Product Promotion In Gujarat

Abstract

The study examines the role of influencer marketing in enhancing consumer awareness and understanding of electronic product features and its subsequent impact on purchase behaviour. With the growing influence of social media platforms, influencers have emerged as important information sources who simplify technical product details and shape consumer perceptions. The research adopts a quantitative approach using primary data collected through a structured questionnaire. A total of 127 responses were gathered from social media users, out of which relevant cases exposed to electronic product influencer content were analysed. Statistical tools such as frequency analysis, correlation, crosstabulation, and one-tailed testing were applied. The findings reveal a significant positive relationship between exposure to sponsored influencer endorsements and consumer awareness, along with higher purchase conversion among active influencer followers. The study concludes that influencer marketing functions as both an educational and persuasive mechanism in electronic product promotion.