A striking 82% of Indian consumers admit that influencers play a pivotal role in shaping their buying decisions, according to a report by iCubesWire. The survey, which covered 2,987 respondents across cities like Mumbai, Bengaluru, and Delhi, highlights how influencer marketing is becoming a cornerstone of consumer behavior, especially among those earning Rs five to 20 lakh annually.
The report reveals that trust is highest for influencers with smaller followings, as 84% of respondents prefer creators with under one million followers, valuing niche expertise and authenticity over celebrity endorsements. This sentiment is echoed in the finding that only 17% of consumers consider celebrity endorsements credible. Platforms like Instagram dominate consumer engagement, favoured by 48% of respondents, followed by LinkedIn at 34%, which has overtaken YouTube and X in preference.
However, the study also underscores the fragility of consumer trust, with 45% of respondents losing faith in Influencers who promote unrelated products, and 32% expressing frustration with repetitive content. Additionally, while Influencers remain a powerful force, 68% of respondents show little interest in social media shopping features, signaling that the effectiveness of influencer marketing may lie more in inspiration than direct sales.