| TITLE |
Financial Analysis of Influencer Marketing: A Study of Indian Social Marketing Influencers |
| ABSTRACT |
Influencer marketing has transformed the digital advertising landscape in India by enabling brands to connect with consumers through relatable and trusted online personalities. With the rapid expansion of social media platforms such as Instagram and YouTube, influencers have emerged as powerful intermediaries between brands and audiences. This research paper examines influencer marketing from a financial perspective, focusing on cost structures, return on investment (ROI), engagement efficiency, and long-term profitability within the Indian market.
The study adopts a descriptive and analytical approach using primary data gathered through interviews, observation of campaigns, and case-based evaluation. Financial indicators including campaign expenditure, customer acquisition cost, engagement-to-conversion ratio, and revenue contribution are analyzed to determine economic viability. The research findings indicate that influencer marketing can generate positive financial returns when campaigns are strategically designed and aligned with audience preferences. Micro and mid-level influencers often deliver stronger cost efficiency compared to celebrity endorsements. However, challenges such as inconsistent pricing, algorithm changes, and measurement limitations affect profitability.
The study concludes that influencer marketing should be treated as a structured financial investment rather than a purely creative activity. Data-driven evaluation and long-term partnerships significantly improve campaign sustainability and financial outcomes. |
| AUTHOR |
Ritika Gupta, Dr. Himanshu Rastogi
Student, Amity Business School, Amity University, Uttar Pradesh, Lucknow Campus, Uttar Pradesh, India
Professor, Amity Business School, Amity University, Uttar Pradesh, Lucknow Campus, Uttar Pradesh, India
|
| PUBLICATION DATE |
2026-03-23 19:59:51 |
| VOLUME |
14 |
| ISSUE |
1 |
| DOI |
DOI: 10.15662/IJMSERH.2026.1401026 |
| PDF |
pdf/2026/1/26_Financial Analysis of Influencer Marketing A Study of Indian Social Marketing Influencers.pdf |
| KEYWORDS |
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| References |
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(https://link.springer.com/article/10.1007/s10660-023-09719-z)
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8. [https://indianjournalofmarketing.com/index.php/ijom/article/view/166439](https://indianjournalofmarketing.com/index.php/ijom/article/view/166439 |
