Effectiveness Of Influencer Marketing On Customer Retention:a Study At Hedge Finance Ltd,kochi.

• Author(s):

  Ms. Swethak | Dr.K.V.S. Raj

• Keywords:

  Influencer Marketing, Customer Retention, Digital Marketing, Customer Behaviour, Customer Trust, Content Effectiveness, Social Media Engagement.

• Abstract:

  The Exponential Growth Of Digital Media Has Tremendously Reshaped Marketing Dynamics Across Sectors, Including Financial Services. Among The New Trends, Influencer Marketing Has Attracted Significant Attention As A Strategy To Foster Trust In Brands And Propel Customer Interaction. Though Widely Used In Customer-oriented Sectors Like Fashion And Cosmetics, Its Application In Customer Retention In Financial Institutions Is Not Well Researched. This Research Work Entitled “Effectiveness Of Influencer Marketing On Customer Retention: A Study At Hedge Finance Ltd, Kochi Seeks To Fill That Gap By Assessing The Effectiveness Of Influencer Marketing Strategies In Retaining Current Customers At A Financial Company. It Relies On The Relationship Marketing Theory And The Customer Retention Model That Underlie Trust, Interactions And Targeted Communication As Strong Drivers Of Customer’s Loyalty In The Long Run. It Relies On A Quantitative Research Design Wherein A Standardized Questionnaire Is Used Primarily As A Collection Instrument For The Data. Customerof Hedge Finance Ltd, A Well-established NBFC Based In Kochi That Has Lately Started Using Influencer Marketing To Boost Its Online Presence, Were Surveyed. The Questionnaire Included Essential Variables Like Credibility Of Influencer, Perceived Value Of Content, Emotional Engagement, And Customer Satisfaction. Research Findings Indicate A Positive Relationship Between Influencer Marketing And Customer Retention, Especially When Influencers Are Seen As Credible, Knowledgeable, And Sharing The Values Of The Target Market. Customers Who Were Exposed To Relevant And Consistent Influencer-driven Content Showed Higher Brand Affinity, Repeat Use Of The Service, And Willingness To Recommend The Company To Others. The Study Also Identifies Influencer Marketing As An Affordable Addition To Conventional Relationship-building Initiatives In The Financial Industry. This Study Contributes To The Emerging Discussion Of Digital Change In NBFCs, Presenting Practical Insights Into Marketers Looking To Build Client Connections Using Non-traditional Media. Although Limited Geographically In Kochi And By Self-report Data, This Study Provides Paths For Future Exploration Into Cross-industry Application, Influencer Category Effectiveness, And Long-term Behaviour Influence On Retention Of Customers.

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Other Details

• Paper id:

  IJSARTV11I4103061

• Published in:

  Volume: 11 Issue: 4 April 2025

• Publication Date:

  2025-04-10

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