A Comparative Study of Influencer Marketing Versus Traditional Sales Promotions in Boosting Consumer Goods Sales

Author(s)	Ms. Sanya Sarah Datt, Dr. Anurupa B Singh
Country	India
Abstract	With the rise of the internet, influencer marketing has managed to take over conventional sales promotional tactics. The main aim of this study was to conduct a comparative analysis between influencer marketing and traditional sales promotions in boosting consumer goods sales. The research emphasized on evaluating the difference in buyer motive, trust, involvement and sales impact among the two independent groups. To fulfil these objectives, the study obtained data, utilizing a structured survey, with a sample size of 300 respondents. The statistical methods employed for this research were, descriptive statistics which helped in enumerating and arranging the data set’s features. Further, independent sample t-test was used in order to compare and recognize the disparities in buyer actions and influence on sales. Moreover, One-way ANOVA was used to identify disparities between the demographics means. The findings suggested that there is no notable difference in total consumer trust, total consumer engagement, and total sales impact scores. Although, there is a notable difference in total purchase intention with influencers having high scores.
Keywords	Influencer Marketing, Sales Impact, Traditional Sales Promotion, Buyer Motive, Customer Trust and Involvement
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-07

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International Journal For Multidisciplinary Research