A comparative study of influencer marketing and traditional advertising in affecting consumer behaviour

This study will compare the effectiveness of influencer marketing and traditional advertising in affecting consumer behaviour. With the rapid rise of digital platforms like Instagram and YouTube, influencer marketing has emerged as a potent promotional tool, challenging traditional advertising tactics like television, radio, and print media. The study is based on primary data obtained from 112 respondents via a structured questionnaire. Descriptive statistics and Chi-Square analysis were used to investigate consumer preferences, trust, engagement, and purchase intent. The data suggest that both influencer marketing and traditional advertising have a statistically significant impact on customer behaviour; however, neither has a dominant influence. Consumers have moderate levels of trust and involvement with both marketing tactics, indicating a balanced effectiveness. According to the report, while influencer marketing is gaining popularity owing to its reliability and digital reach, traditional advertising remains credible and relevant. These insights can help marketers build integrated marketing strategies that effectively mix both tactics.