The Key Stage of Influencers Impact Buying Decisions

A recent survey was conducted by Expert Market Research, which revealed that for doing Research and Comparison in the buying process, users take influencers' advice the most. It holds the share of 20.43% of respondents. Many recent trends and key developments in social media marketing have significance in modern consumerism.

In today's digital landscape, consumer behavior is directly or indirectly impacted by influencers. To study at what stage of the buying process consumers get influenced, a study was done by Expert Market Research, involving over 50,000 respondents across India's top 25 cities. It provides insights into the stages of the buying process where influencers have their impact.

The stage of research and comparison is where influencers have the most significant impact accounting for 30.43%. Consumers rely heavily on influencers during this phase. Also, during the initial awareness stage influencers play a crucial role in the buying process, with 26.09% of consumers initially hearing about new products on social media platforms such as Instagram, and YouTube through influencers. Influencers also impact the decision-making stage and post-purchase experience having a share of 13.04% and 10.14% respectively. Still, there is a significant percentage of 17.39% of respondents who stay indifferent and unaffected by the influencers while making any purchases.

Research and comparison are a crucial stage before buying any product. Consumers evaluate different options during this stage and seek detailed comparisons, insights, and personal experiences from trusted sources. This study explores how brands can leverage influencers’ valuable reviews and recommendations to help consumers understand the unique benefits of various products. Influencers also make products sound more appealing and help narrow down the choices. Brands are also leveraging influencers to increase the reach of their new products through the initial awareness stage. Brands hire influencers having broad reach, and trusted voices. Influencers help brands in creating brand recognition and sparking interest.

There is a recent trend of loyalty as an essential step in the buyer's journey, where consumers get committed to a product or service and examine it. Influencers powerfully propel the direction of brand loyalty through ongoing support and engagement with the audience in the comments and feedback sections. These interactions help build a community, heighten the relationship between customer and brand, and foster more loyalty and advocacy.

Influencers affect the buying process at several points, peaking at the research and comparison levels but staying material at both levels of awareness-building and post-purchase. Recent trends, from micro-influencers to short-form video, live-stream shopping, and influencer-led customer support, all point out and further encourage this growing role. This study by Expert Market Research delves into how businesses need to build a more authentic partnership to leverage influencer marketing across the buying journey successfully.