Asian Journal of Economics, Business and Accounting

Influencer marketing has emerged as an important digital marketing strategy due to the rapid expansion of social media platforms and their growing role in shaping consumer behaviour. In this study, the relationship between influencer marketing and consumer satisfaction was examined with particular reference to purchasing behaviour and selected market-related outcomes. The study is based on primary data collected through Google Forms from respondents in Bilaspur district, Chhattisgarh, India. A total of 280 responses were obtained, including 148 males and 132 females. The study used descriptive statistics, Pearson correlation, and chi-square analysis to examine the association between buying goods offered by influencers (BGOI), social media platform used (SMPU), sources of purchasing decision-making (SPDM), following social media influencers (FSMI), increase in demand for goods (IDG), increase in price of goods (IPG), and consumer satisfaction. The findings indicate that influencer marketing is significantly associated with consumer satisfaction and purchasing behaviour. Significant relationships were also found between BGOI and SMPU, SPDM, and FSMI, while a strong association was observed between IDG and IPG. In addition, the results suggest that satisfaction is positively related to the likelihood of purchasing goods promoted by influencers. The study concludes that influencer marketing has become an influential mechanism connecting brands and consumers in the digital marketplace. These findings provide useful insights for marketers, businesses, and researchers seeking to understand how influencer-driven promotion affects consumer responses and broader market behaviour.