Citation :

Tendral Rajagopal, Anirudh Saseedharan, 2024. "Study on the Role of ICT and Scope of Influencer Marketing in India for Brand Promotion and Recognition during the Covid-19 Pandemic" ESP International Journal of Science, Humanities & Management Studies(ESP-IJSHMS)  Volume 2, Issue 2: 96-103.

Abstract :

During the Covid-19 pandemic, there was a significant increase in screen time and online shopping due to the lockdown. Consequently, many brands turned to influencer marketing to capitalise on this online opportunity. A survey found that the majority of participants spent more than 3 hours on social media, with a significant number considering influencer marketing as a crucial digital marketing tool during the pandemic. Influencer marketing, an extension of traditional word-of-mouth campaigns, has become a powerful instrument for targeting the millennial population and is facilitated by advancements in technology. This study aims to examine the impact of influencer marketing on brand promotion and recognition, its influence on consumer buying behaviour, and the role of information and communication technologies in its growth in India. The research methodology of this study is a survey questionnaire among 100 participants. The study’s results reveal that a significant proportion of participants hold a strong conviction that social media influencers strongly influence their ultimate purchasing verdict.

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Keywords :

Influencer Marketing, ICT, COVID-19 Pandemic, Brand Promotion, Brand Recognition.