The Impact of influencers on consumers’ buying behavior in food industry with special reference to Lucknow city

Malhotra, Kritika and Singh, Ankita (2025) The Impact of influencers on consumers’ buying behavior in food industry with special reference to Lucknow city. World Journal of Advanced Research and Reviews, 26 (1). pp. 1083-1094. ISSN 2581-9615

This study examines the impact of influencer marketing on consumer buying behavior within Lucknow’s food industry. With the rise of social media platforms, influencers have become pivotal in shaping consumer preferences and purchase decisions. This research aims to understand how these influencers affect consumers’ choices regarding food products and services in Lucknow. A descriptive research design was employed, utilizing a structured questionnaire to collect quantitative data from a diverse sample of Lucknow residents. The survey focused on various factors, including the frequency of social media usage, trust in influencers, perceived authencticity of content, and the extent to which influencer endorsements affect purchasing decisions.The findings reveal that a significant portion of consumers are influenced by social media endorsements when making food- related purchases. Trustworthiness and content authenticity emerged as critical factors; consumers are more likely to be influenced by those they perceive as credible and genuine. These insights suggest that businesses in Lucknow’s food industry can enhance consumer engagement and drive sales by collaborating with influencers who maintain authenticity and credibility. By aligning marketing strategies with influencers who resonate with the target audience, businesses can effectively leverage the power of social media to influence consumer buying behavior.