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DOI: https://doi.org/10.63345/ijrhs.net.v14.i8.5
Dr. Abhishek Kumar Singh
Department of Commerce
M.M.H. College
CCSU University
Ghaziabad, Uttar Pradesh, India
Dr. Inamur Rahaman
Department of Commerce
M.M.H. College
CCSU University
Ghaziabad, Uttar Pradesh, India
Deepika Singh
Research Scholar
Department of Commerce
M.M.H. College
CCSU University
Ghaziabad, Uttar Pradesh, India
Abstract— The advent of digital platforms has revolutionized how brands interact with consumers, leading to the formation of two major marketing models: traditional Social Media Marketing (SMM) using brand-owned social media profiles and Influencer Marketing (IM). The paper presents an empirical comparison of the impact of both forms of marketing on consumer purchase intention in Delhi-NCR. Through a structured survey conducted on 250 individuals using descriptive statistics, correlation and regression analysis, the results show that while both marketing approaches have a significant effect on consumer purchase intentions, Influencer Marketing appears to have a stronger impact owing to source credibility and parasocial trust. The implications of the results will be discussed against the backdrop of existing literature on marketing, as well as managerial implications of the study for marketing brands in Delhi-NCR and future directions for research.
Keywords— social media marketing, influencer marketing, consumer buying behaviour, purchase intention, Delhi-NCR, digital marketing
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