IMPACT OF INFLUENCERS FROM INSTAGRAM AND YOUTUBE ON THEIR FOLLOWERS

This study looks into the work of popular social media influencers and the impact they have on their followers. The social media influencer forums chosen are specific to YouTube and Instagram. The researcher seeks to understand if the work of an influencer while endorsing or reviewing a product has a positive effect on their followers. Sample size of minimum 100 were chosen and given a survey. A sample size of 10 between the age group of 18 – 21 years was selected for the experiment in which they were shown images and videos of the influencers from Instagram and YouTube. These videos and images shows the influencers reviewing and endorsing the products respectively. The sample was then interviewed. The researcher also interviewed 3 influencers to understand their work. With the help of all the methods, it was concluded that the work of an influencer is positive and that they do have an impact on the followers, as the followers sees that the influencer is a credible source and thus are willing to try out the products reviewed and endorsed. The influencer also observes positive response from both the brands they endorse and from their followers.