Influencer Marketing On Igen Middle Adolescents In Family Consumer Behaviour Concerning Pune City: A Cfa And Sem Approach

Abstract

The elemental persistence of the research paper is to support the analytic design of IGen middle adolescent getting influenced by social media influencers alongside antecedents with respect to family consumer behavior. The techniques such as Structure equation modelling (SEM) is used to verify and validate the conceptual model generated through this research. The advantage of using SEM approach was to manifest construct validity based on the key measures.

The results from the study imply that iGen Middle Adolescents in Pune city have a significant influence on families buying products and/or services which is indirectly the reason for social media usage and following what social media influencers are suggesting. From the findings, it is evident that the level paster power, level of influence are major predictors for purchase intentions within family buying behaviour. The research study undertaken is sizable, with scholastic significance and is part of the contemporary research. This research aims to determine the role of social media influencers on IGen middle adolescents, and the factors considered for studying the correlation of these attributes impacting purchase decisions. The research study has also addressed the challenges of construct validity using critical and key measures, sporadically overlooked in the past research conducted by various researchers.