report on influenced marketing

1. CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY
INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT
COMPREHENSIVE PROJECT (MB805.4)
RESEARCH TOPIC : THE STUDY RELATIONSHIP BETWEEN INFLUENCER
MARKETING AND LIFE STYLE BRANDING
CHAVDA NEHA
ID NO.- 21MBA012
MBA SEM – IV
UNDER THE GUIDANCE OF : DR. MUKESH PAL

2. TABLE OF CONTENT
 Introduction
 Definition
 Objectives of the influencer marketing and life style branding
 Advantages and disadvantages of influencer marketing
 Relationship between brand and influencers
 Problems faced by influencer marketing and life style brandings
 Questionnaire chart
 Acknowledgment
 Findings
 Conclusion

3. INTRODUCTION
 The concept of lifestyle branding is closely related to influencer marketing , as it involves
creating a brand identity that aligns with the values and aspirations of the target audience.
 Influencer marketing and lifestyle branding are two concepts that are closely related to
each other. Influencer marketing involves using individuals who have a significant social
media following to promote products or services to their audience. Lifestyle branding, on
the other hand, is the practice of creating a brand that reflects a particular way of life or
attitude, rather than just selling a product.

4. DEFINITION
 INFLUENCER MARKETING :
 influencer marketing is the action of paying people to personally promote a product,
usually through social media platforms such as Instagram and you tube.
 LIFESTYLE BRANDING :
 A lifestyle brand is a brand that attempts to embody the values, aspirations , interests,
attitudes , or opinions of a group or a culture for marketing purposes. Lifestyle brands seek
to inspire, guide , and motivate people, with the goal of making their products contribute to
the definition of the consumer’s way of life.

5. OBJECTIVE OF THE INFLUENCER MARKETING AND LIFE
STYLE BRANDING
 The study aims to investigate how influencer marketing can be used as a strategy to
promote lifestyle brands and how it influences consumer perception, attitude, and behavior
towards the brand.
 Furthermore, the study seeks to identify the best practices and strategies for developing and
implementing influencer marketing campaigns for lifestyle brands.

6.  The objective of influencer marketing and lifestyle branding is to use influential
individuals or personalities to promote a brand or product to their followers or
audience.
 Influencer marketing involves collaborating with individuals who have a significant
following on social media or other digital platforms, and using their influence to
promote a product or service. This can be done through sponsored posts, product
reviews, giveaways, or other forms of content creation.

7. ADVANTAGES OF INFLUENCER MARKETING
 Increase brand awareness
 Crack a new markets
 Increase social media following
 Get feedback on your product
 Gain credibility and trust
 Increase sales and repeat orders
 Bring new content to your audience

8. DISADVANTAGE OF INFLUENCER MARKETING
 Working with wrong influencers
 You loose control over your brand image
 It can be high-risk
 It’s hard to measure result

9. RELATIONSHIP BETWEEN BRANDS AND INFLUENCERS
 Influencer marketing increases brand awareness , thereby driving more traffic to your
website. When your content gets started, it helps you earn a number of high-quality and
authentic backlinks. The quality of your content can also improve when you work with
influencers.

10. PROBLEM FACED BY INFLUENCER MARKETING AND LIFE
STYLE BRANDING
 The number of social media influencers and campaigns is increasing day by day. The
increased screen time and users on social media platforms have further contributed to the
rise in influencer marketing campaigns.
 The traditional method of advertising has lost its charm and therefore, most marketers now
rely on influencer marketing. Influencer marketing was a cakewalk for most brands when it
started but now this marketing strategy is far from easy.

11.  Fake influencers are a major concern
 More followers do not translate to more influence
 Finding relevant influencers that do justice to your campaigns
 Decreased engagement in sponsored posts

12. QUESTIONNARIE CHART

17. INTERPRITATION OF CHI-SQAURE
 This table shows the correlation between various questions related to brand loyalty, social
media, influencer marketing, and purchase decisions with two demographic variables:
gender and age. The values shown are the correlation coefficients for each question with
gender and age separately.
 A correlation coefficient is a statistical measure that indicates the strength and direction of
the relationship between two variables. It ranges from -1 to +1, where -1 represents a
perfect negative correlation, 0 represents no correlation, and +1 represents a perfect
positive correlation. The closer the correlation coefficient is to 0, the weaker the
relationship between the two variables.

18. ACKNOWLEDGMENT
 I wish to express gratitude and sincere thanks to my guide DR. MUKESH PAL for his support .
I’m thankful to our head of department DR. RESHMA SABLE for providing me with an
opportunity to gain knowledge form this type of project .
 I would like to express my gratitude to DR.MUKESH PAL for their valuable guidance and help
in the preparation of the report . I am also obliged to our respondent , whose co-operations has
contributed a major part of the report.
 Finally , I would like to express my appreciation to the people who have inspired to conduct this
study and whose experiences and feedback have been invaluable in shaping this report . and
directly and indirectly helped me in the completion of my project .

19. FINDINGS
 Social media influencer marketing has successfully changed the way that brands interact
with its customers .
 Consumers tend to trust lifestyle influencers more than they do the brand .
 Influencer marketing facilitates emotional connections between lifestyle brands and their
target audience.
 Lifestyle branding often aims to target a particular group of consumers who identify with a
specific lifestyle.

20.  Influencers attract followers who share similar interests and preferences, enabling brands to
engage with a highly relevant and focused consumer base.
 The success of influencer marketing for lifestyle brands depends on careful selection and
alignment with suitable influencers.
 Lifestyle branding often relies on emotional connections and aspirational messaging, which
can be effectively communicated through influencer marketing.

21. CONCLUSION
 Social media influencers who promote a lifestyle brand are most successful interacting
with consumers when they are authentic, confident, and interactive in their content. While
this research focused on lifestyle branding, the same likely holds true for many products
that public relations agencies and marketers promote, from automobiles to electronics to
household products.
 The use of social media influencer marketing in lifestyle public relations initiatives has
broken the wall between the consumer, the brand, and followers through social media
content. Before the rise of social media influencers, advertising to brand consumers was
one-sided. influencer marketing has, in fact, changed the way brands interact with
consumers in a positive way.

22.  From the entire analysis, it can be concluded that most of the social media influencers are
able to make an impact on the teenagers who are mostly associated with social media.
Therefore, the influencer marketing strategies are able to utilise the connectivity among the
followers and the influencers associated with the cultures and lifestyles of the people.

23. THANK YOU !