Role of Influencers in Shaping the Consumption Behaviour of Dairy Products

Abstract

Influencers are a significant factor in altering consumer purchasing patterns. They shape choices via product reviews, endorsements and daily consumption practices. Accordingly, dairy brands are use influencer to build trust. In addition, it resonates more with target groups than conventional advertising. Decisions when it comes to making a purchase largely depend on what the influencer thinks. Hence, they stimulate demand for dairy products through trends and consumption preferences. Moreover, digital platforms have extended influencer reach across ages. Influencers personally connect with followers through stories about their own lives and by demonstrating products and encourages purchase of dairy products with high frequency. In addition, engagement-driven social media algorithms reward high-engagement content so that products are more widely seen. Consumers see these messages frequently and adjust their purchasing decisions differently. However, influencers often play a role in the dairy industry, as they promote new and existing products. They highlight benefits and usage ideas that help shape day-to-day consumption behaviour. This has an effect on both short-term sales and long-term brand loyalty. Also, food and health influencers help shifted food trends. These trends significantly influence consumers’ perspectives on and consumption of dairy product. Study survey was conducted among 211 influencers of different platform to know Role of Influencers in Shaping the Consumption Behaviour of Dairy Products and found that Influencers consistently stimulate recurrent use through repetition and social validity, they reframe brand messages in terms of personal stories and use their marketing skills to inform, inspire, and create content that incorporates dairy into user journeys.