A STUDY ON THE IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHASE INTENTION AT WEBOIN

Abstract: Influencer marketing has shifted from a peripheral tactic into a foundational element of how brands engage their audiences, and companies such as Weboin have restructured their outreach accordingly. This study investigates the extent to which influencer marketing influences consumer purchase intention, with Weboin, a Chennai-based digital marketing firm, serving as the primary research context.

The study is anchored in the Theory of Planned Behaviour and explores four contributing variables, namely influencer characteristics, social influence, content quality, and perceived behavioural control. Structured questionnaires were distributed to between 150 and 200 consumers who had verifiable exposure to Weboin's marketing campaigns. The collected data was subjected to correlation, regression, and structural equation modelling through SPSS.

A central argument running through this research is that influencer marketing reaches further than audience visibility. It actively participates in shaping the behavioural pathways through which consumers form and act on purchase decisions, something firms like Weboin stand to benefit from understanding more precisely.

Keywords: Influencer Marketing, Consumer Purchase Intention, Consumer Trust, Content Quality, Social Influence, Theory of Planned Behaviour, Weboin.