Impact of Influencer Marketing on Consumer BuyingBehaviourTowards Food & Beverages Products

Abstract

Influencer marketing has emerged as a powerful promotional tool in the food and beverage (F&B) industryduetotherisingpopularity of social media platforms. Consumers are increasingly exposed to content created by influencers who share product reviews,cooking demonstrations, taste tests, and lifestyle recommendations that shape their perceptions and purchase decisions. Thisstudyexamines the impact of influencer credibility, content quality, engagement metrics, popularity, and user-generated reviews onconsumerbuying behaviour toward F&B products. Using primary data and statistical techniques, the study identifies strong relationshipsamonginfluencer trustworthiness, creative content, and consumer interest in purchasing F&B items. The findings reveal that visuallyappealingposts, authentic recommendations, and interactive engagement significantly enhance consumer trust and influence brandpreferences.Theresults highlight the pivotal role influencers play in guiding consumer choices, especially in digital food culture, where visual appealandauthenticity serve as major drivers of purchase behaviour. The study concludes that influencer marketing is a highly effectivestrategyforincreasing product visibility, building consumer trust, and stimulating purchasing decisions in the F&B sector.