An Investigation into Influencer Marketing and Customer Choices

This report delves into the realm of influencer marketing and its intricate relationship with consumer decision-making, specifically within the context of the restaurant industry in the UAE. The research addresses key questions, including defining influencer marketing and consumer decision-making, exploring the connection between them, analyzing the impact of marketing influencers on the restaurant industry, and offering recommendations to enhance the effectiveness of influencer marketing. The report encompasses a literature review, covering the overview of influencer marketing, its objectives, and its influence on consumer behavior. It also details the research methodology, including data analysis from questionnaires, design, and sampling methods. The findings highlight the optimistic data collected from the questionnaire and its effectiveness. The report also emphasizes the platforms used by influencers to strengthen their relationship with customers. The findings and analysis provide a comprehensive understanding of influencer marketing strategies and their implications for businesses, particularly restaurants, aiming to attract customers and improve their overall performance.

RESEARCH ON INFLUENCER
MARKETING

Contents
LITERATURE REVIEW................................................................................................................3
2.1. Overview...............................................................................................................................3
2.3. Objective 2 Link between Consumer decision-making and Influencer Marketing..............5
2.4. Objective 3: Concept of Influencer Marketing influencing the Restaurant industry............6
2.5. Objective 4: Recommendations to increase effect of Influencer Marketing on Consumer
decision making...........................................................................................................................8
1. RESEARCH METHODOLOGY.............................................................................................9
4.1. Research Findings...............................................................................................................14
The data collected from the questionnaire was very optimistic and helpful to meet the aim of the
research..........................................................................................................................................15
Participants took 4-5mins to complete the survey. The questionnaire shared with participants
evaluates the...................................................................................................................................15
effectiveness of the survey. Participants were asked to:................................................................15
4.2. Questionnaire – Data analysis............................................................................................15
4.3. Design.................................................................................................................................17
4.4. Sampling & response rate...................................................................................................18
4.5. Question Response..............................................................................................................19
REFERENCES..............................................................................................................................23

Aim: To achieve a detailed understanding between influencer marketing and customer’s decision
making to visit a restaurant in UAE.
Research Questions –
1) How do you define the concept of influencer marketing and consumer decision-making?
2) What is the relationship between consumer decision-making and influencer marketing?
3) How does a marketing influencer impact the restaurant industry?
4) What are the recommendations to increase effect of influencer marketing on consumer
decision making?
5)
LITERATURE REVIEW
2.1. Overview
Marketing is one of the most important factors that helps the organizations to ensure successor
failure of products and services. There are various kinds of marketing that are being used by the
organizations for enhancing sales of their products and services. Influencer marketing is one of
the well- known marketing ways which is being focused on by organizations for enhancing their
overall sales (Childers, Lemon and Hoy, 2019). Influencer marketing can be defined as a kind of
marketing which majorly focuses on using key leaders to drive brand’s message to larger market.
It not only helps them to enhance their overall sales and profitability, but it also helps the
business to increase customers loyalty among their consumers about their products and services.
In UAE, restaurant industry is one such industry which is getting benefitted by influencer
marketing as they can easily reach their target customer base and enhance their overall sales of
their products and services.
2.2. Objective 1: Concept of Influencer Marketing and Consumer decision-making
According to the view of Xiao, Wang and Chan-Olmsted, (2018) Influencer Marketing is one of
the most important form of online or social media marketing. It is a combination of both old and
new modern marketing tools. Influencer marketing completely revolves around influencers
present within online settings. It helps organizations to influence purchase decision making of

customers. Instead of simply promoting a product online, most of the organizations today are
focusing upon adaptation of influencer marketing in order to increase their overall sales of their
products and services. It is a kind of marketing in which product or service endorsement is
mentioned from influencers who have appropriate social following and are viewed as experts
within their niche. Lim and et al., (2017) explains that, influencer marketing majorly works and
is successful because maximum amount of people who trust their influencers and follow things
that have been recommended by them. They work as a form of social proof for potential and
targeted customers of the organization. Social networking sites is one of the best platforms for
Influencer Marketing. Some of the people have even turned influencer marketing into a full- time
career. Many brands have built partnership with some influencers in order to increase popularity
of their products and services which further helps them to increase overall sales of their services
as well as of products. According to a research more than 90 percent of people believes that
products recommended from a known person must be good and starts using it (Ofek, Libai and
Muller, 2018).
As per the view of Anand, Dutta and Mukherjee, (2019) Consumer decision-making is a process
through which consumers select most appropriate products and services out of various
alternatives. Today it has become one of the most important process which should be researched
on by the organizations so that they can understand what are the main factors that influences
customers purchase or buying decision making. Decision making process of consumers goes
through a series of steps that starts from research of product to purchasing to after purchase
experience(Mehran, Kashmiri and Pasha, 2018). It is important for organizations to focus on
fulfilling needs and requirements of customers and resolve their issues so that their problem can
be resolved, and their overall satisfaction can be increased. As cited by, Wellman and et al.,
(2020) explains that, Consumer decision making starts from recognition of their problems or
needs which helps in motivating customers to understand their problems and starts gathering
information about products or services that can fulfil their needs or can resolve their problems.
After gathering information about products and services customers start evaluating various kinds
of available products in the market. Evaluation of products and service helps them to take
decision about purchase of a product. If expectations of customer is fulfilled, then this can lead to

repeat purchase of product by the consumer which can further help in influencing the customers
and can lead to increase in brand loyalty among customers.
2.3. Objective 2 Link between Consumer decision-making and Influencer
Marketing
According to the view of Kurien, Sharma and Das, (2016) In past few years maximum
usage of social media platform has changed buying behaviour of the customers as well as has
also influenced selling techniques used by organizations. Organizations have been affected by
excessive usage of social media platforms, restaurant industry and retail industry are one of them
as their customers purchase their products and services either on the basis of their past purchase
of on the basis of influencer marketing that can influence their purchase or buying decision.
Influencer marketing is a extension of word of mouth marketing but it focuses on social content
which is performed in a professional manner. As cited by, Mehran, Kashmiri and Pasha (2018),
Qutteina and et al (2019) and Parth, Kraft and Raif (2017) explains that, relationship between
influencer marketing upon customers is quite strong which helps the organizations to increase
loyalty among their customers and enhance trust upon products and services of the organization.
Influencer marketing is divided into two sub practises that helps an organization to strengthen
their relationship with their customers (Mehran, Kashmiri and Pasha, 2018). First kind of sub-
practise is earned influencer marketing. This is done by unpaid or pre-existing relationship of
organizations with third party or influencer who focuses on promoting their products and
services to their own social followers. Second kind of influencer marketing is paid in which
organizations focus on sponsoring influencer marketing campaigns. Both the kind of influencer
marketing has different effect on their target customer base which further helps the organization
in strengthening their relationship. Budget of both the kind of marketing is completely different.
As per the view of van Lohuizen, Barrera and Fischer, (2016) retail industry, fashion industry
and restaurant industry, these are the three kinds of industries that are benefitted by the
influencer marketing as it helps such industries to deliver their message to their customers and
helps in attracting more number of customers. There are various kinds of platforms that helps
organizations to influence their customers through influencer marketing. There are various kinds

of online and social media platforms for example: Facebook, Instagram etc. that are used by
influencers to influence their followers about a certain product or service. Usage of social media
platform helps in strengthening relationship between influencer marketing and consumers of a
product or service. According to a research it was observed that more than 70 percent people get
influenced and buy a product if that particular product or service is endorsed by a non- celebrity
influencer (Davainyte and et al., 2019).
Figure 1 Platforms used by influencers to strengthen their relationship product customers.
As illustrated by Au-Yong-Oliveira and et al., (2019) further explains that, there are various
kinds of influencers who have opted influencer marketing as a profession and has created their
own blogs, social media pages and focus on strengthening their relationship with their followers
so that they can endorse a product and reach to their followers in a much easier manner. Creation
of individual pages or blogs helps the influencers to strengthen their relationship with their
followers this further helps them to understand what the needs and requirements of their
followers what are the things that can influence them about purchasing a certain product or
service. This strong relationship of influencers with their followers increases success rate of
influencer marketing about a product or service.
2.4. Objective 3: Concept of Influencer Marketing influencing the Restaurant
industry
According to the view of Yang, Kim and Sun, (2019) Restaurant industry is one such industry
completely revolves around their target customers. It has been observed that influencer
marketing is quite fruitful for the restaurants to increase their customer visits and increase their
overall profitability. Especially micro influences such as restaurant reviewers, food bloggers

have provided that their exceptionally well work helps in enhancing positive reviews about a
restaurant, drives their local branding and marketing of their restaurant’s products and services.
Marketing done by these micro influences are impacting overall business of restaurants in many
different ways and which is also helping them to attract a greater number of customers. Han,
Moon and Hyun, (2019) explain that ‘influencers help the restaurants to increase interest of their
customers within their food and beverage products as well as within their service that they
provide to their customers’. These micro influencers also help the restaurants to understand
needs and desire of their customers in a much better manner. This is mainly because food
bloggers or restaurant reviewers help the customers to relate each content posted by them or
videos to their personal level. According to a research it was observed that UAE is one such
country which extremely advance in technology and more than 70 percent restaurants uses
influencer marketing in order to expand their business and enhance sales of their food and
beverages. Same research explains that more than 60 percent of the customers get influenced by
the marketing of restaurants and its products that are done by mini influencers (Lin, Bruning and
Swarna, 2018).
(Micro & Macro influencers define) As per the view of da Fonseca and Gustavo, (2020) As
compared to macro influencers, micro influencers are much more effective that macro
influencers would post only 1 or 2 post of a restaurant in a day, but micro influencers would be
posting approximately 10 to 12 post a day. There are various factors that helps in explaining
impact of influencer marketing for the restaurants. Today it has become important for restaurants
to become socially credible, (DEFINITION) as most of the customers before visiting a restaurant
prefers to check what others have posted or what kind of reviews have been provided by other
customers for the restaurant, its products as well as for its service. As illustrated by, Vassakis and
et al., (2019) explains that, it helps the restaurants to become more cost effective i.e. instead of
spending more on marketing of food and beverages through various other kinds of marketing
options they can focus on budget and get few micro influencers so that they can post and provide
reviews on the behalf of the restaurant. With the help of influencer marketing restaurants can
target a larger customer base. This is mainly because influencers have a close and strong
relationship with their followers who are loyal to them as well. This increases chances for the
restaurants to attract a greater number of customers from different demographic and wide interest

and influence them to visit their restaurants. But most importantly it helps the restaurants to get
more amount of online exposure for their brand.
2.5. Objective 4: Recommendations to increase effect of Influencer Marketing on
Consumer decision making
According to the view of Chen and Jai, (2018) there are various ways through which
organizations can focus on increasing effect of influencer marketing on decision making of their
customers. First is to get to know their followers, their needs, things liked by them, things
disliked by them, their requirement in a better manner. It is one of the main priorities of the
influencers as it will further help them to strengthen their relationship with their followers which
will further help them to enhance effect of Influencer Marketing on Consumer decision making.
Kim, Lee and Goh, (2017) explains that, most of the customers today focus on healthy lifestyle,
influencers can focus on marketing of the products and services which will further their
followers to enhance their healthy living lifestyle.
According to Yang, Kim and Sun, (2019) today most of the customers also focus on products
that are less expensive and healthy. Influencers can focus on laying emphasis on overall price or
costing of the product they are promoting or doing marketing off. This will directly influence
their followers and will help them to attract their followers or customers towards a product and
service and will also influence their decision making for a particular service or a product. These
recommended ways are quire beneficial as it will help them to increase their overall customer
base and loyalty of their customers.
Davainyteand et al., (2019) illustrated that, it is extremely important to choose correct and
appropriate social media platform for effective influencer marketing. Choosing an appropriate
platform increase chances of successful marketing by at least 50 percent and it will help them to
reach a greater number of customers easily. For restaurants it is extremely important to focus on
choosing appropriate platform for influencer marketing as it can directly impact number of
customer wo would be willing to visit their customers.

From the above review of literature, it can be summarized that usage of influencer marketing is
continuously growing in this digital world. As the number of social networking sites users are
increasing a greater number of companies are focusing on influencer marketing. Restaurants in
UAE are focusing on using influencer marketing in order to reach to their target customer base
and enhance their overall sales and profitability of their business. Influencer marketing is also
helping restaurants in increasing their brand value and brand reputation among their potential
customer base. It has also been summarized that with the help of there are many different ways
though which restaurants can increase include of influencer marketing on their targeted
customers base so that they can increase their customer visit within their restaurant.
1. RESEARCH METHODOLOGY
The research methodology is a procedure as well as techniques with the help of which
information regarding the topic is identified, selected, processed, and analysed. With the help of
an analysis of the methodology used in the project, the validity and reliability of the study can be
evaluated. For creating better and organised methodology the research onion framework is used
so that different stages can be identified along with various techniques to be used the particular
stage (Shekhar, 2019).

The research onion
Source: Mark Saunders, Phillip Lewis and Adrian Thornhill, 2012
The research onion contains six layers that efficiently define the planning of undertaking
research which includes research philosophy, research approach, strategy, data collection, time
horizon etc. The research methodology is adopted based on the assumptions, which depends on
the research questions (Saunders, Lewis and Thornhill, 2012).
3.1. Research Philosophy
Research philosophy is related to the belief about the way of gathering information related
to the topic from sources and interpreting them so that effective conclusions can be reached. It is
also related with the development of knowledge during the research and the experiences that are
acquired by the researcher. There are four types of research philosophies that can be used by a
researcher like positivism, realism, interpretivism and pragmatism. Positivism philosophy states
that only the data which is gathered by the way of observation can be considered trustworthy.
Realism philosophy relies on the idea of independence of reality from human mind (Winit‐

Watjana, 2016). Pragmatism philosophy accepts concepts only if they can be supported through
actions which help in proving them. Interpretivism philosophy can be applied when the data is
collected from humans by the way of interviews, questionnaires etc. so that the collected data
can be interpreted so as to draw interpretations related to them. In this research interpretivism
will be used by the researcher so that data collected can be effectively analysed so that better
conclusions can be formed.
3.2 Research Approach
Research approach contains a plan or procedure which needs to be followed by the
researcher so as to collect data, analyse the data and interpret it. There are two types of
approaches that can be used which are inductive approach and deductive approach. In the
inductive approach first the data is collected through observation which is then analysed so that a
theory can be formed. In the deductive approach the reverse of inductive approach is done
wherein a hypothesis or theory is proved or disproved by collecting data and then interpreting it
so that the hypothesis can be converted into a theory or it can be rejected (Darabi, 2018). In this
research deductive approach will be used by the researcher so that the research topic can be
proved or disproved based on the interpretation of data collection and its analysis.
3.3 Strategy
Research strategy defines the component of the research project which includes the topic
of the research and the area they need to focus upon. While undertaking the research the
investigator identifies various research methods and research design that the need to focus upon.
There are four main types of research strategy that are used by the investigator: Case study,
qualitative interview, quantitative survey and action oriented research. For this research project
quantitative survey will be taken into consideration as with the help of this a high number of
participants can be involved. The data so gathered from this will be quantitative as gathered from
questionnaires which will be evaluated with quantitative techniques such as through frequencies,
contect analysis, thematic analysis (O'Leary, 2017). For this questionnaires are used by the
investigators for gathering the data. It is considered to be an accurate source as with data can be
directly collected from the respondents the entire population. At the time of undertaking research
with this method the researcher have to analyse the size of the sample. For developing an
understanding of the influencer marketing and decision making of the customers a meaningful
questionnaire is developed on the basis of which various recommendations are made.

3.4 Sampling Strategy
Sampling is a method that is used for determining and identifying the samples out of the
population that comes under the research. It can be done with the help of various approaches
such as selective sampling method, random sampling method etc. In order to gather data for this
research 50 members will be invited on voluntary basis for completing the questionnaire. The
sampling method that will be used for this project will be cluster sampling in which the entire
population is divided into groups known as clusters, out of which one cluster will be selected by
the investigator (Thomas, 2017). This will facilitate the research in undertaking with minimum
resources as opinions will be taken from group rather than individuals also because the
homogeneity among the samples chances of relevant information is high.
3.5 Data Collection & Analysis
There are two ways in which data related to a research topic can be collected so that it can
then be analysed which are primary method and secondary method. In the primary method of
data collection the researcher collects fresh data directly from the sources by the way of
observation, questionnaire, interviews etc. Through this method highly accurate and relevant data
can be collected which increases the reliability and authenticity of the information so gathered.
While the secondary sources are the ones which already contain information from the
perspective of other researchers, authors or writers related t the topic like internet articles, books
and journals etc. These sources contain information related to the perspective and knowledge of
other authors and can also lead to manipulative conclusions. Also the data can be outdated which
means that the correctness and reliability of information collected from these sources can
decrease through the secondary source of information (Carins, Rundle-Thiele and Fidock, 2016).
Therefore while conducting this research the researcher will use primary source of information
by the way of questionnaire so that highly authentic data can be gathered that can be analysed to
reach to effective conclusions. Secondary data will be used for formation of literature review so
that the ideas and objectives of researcher can be proved. Literature review will be done based on
the primary data that is collected so that the common research goals can be achieved. The
questions that will be asked through questionnaire along with the literature review will help in
achieving the common research objectives so that the hypothesis can be either proved or
disproved depending on the interpretations done on the basis of data collection by these methods.

3.6 Reliability & Validity
With the help of the concept of reliability and validity the quality of the research can be
evaluated. The reliability is related with consistency of the measures while the validity is related
with the accuracy of the measure. The sources from where the information and data is gathered
will be defined and this will enhance the reliability and the validity of the recommendations as
well as solutions of the research. In addition to this the reliability of the methods that are used for
sampling will be analysed so that the validity of information and analysis can be ensured.
3.7 Access
Accessibility is crucial while collecting information from the respondents and for this
project the investigator will visit to the shopping hub and has to take consent of the consumers
and of the manager of the store whose customers are asked to fill the questionnaire. Without any
accessibility investigators do not have legal right for gathering data therefore it is important for
the researcher to ensure the accessibility while gathering data from primary sources.
3.8 Ethics
The research ethics provides the guidelines with the help of which research can be
conducted efficiently. They enable the investigator in undertaking the research with high ethical
standards by educating various ethical principles. While undertaking this resource the
investigator has to obtain the consent from the participants of the research minimise the risk the
participants also they must ensure the confidentiality so that the information of the participants
can be protected. It also considered the moral values which insist that all the participants are
respected equally and there is no bias while selecting the samples from the cluster sampling
methods so that opinions of similar people can be gathered (Howitt, 2016).
Time Horizon
For undertaking the research efficiently it is important for the investigator to define the time
period within which they will be completing the project. With the help of this they can ensure the
project gets competed within acceptable time period which is decided by them. For this project
the time period that will be required will include 5 weeks and to support the completion within
the time limit the Gantt charts will be used by them so that they can allocate the time limit to
different activities within which they have to be completed (Thomas, 2017). It will enable the
investigator in delivering the outcomes of the project in an acceptable time period.

3. ANALYSIS AND FINDINGS
The term data analysis refers to a process of systematic methods or ways that implement
statistical and logical information as well as technique for describing and illustrate data.
According to Shamoo and Resnik, (2013), there are various analytic and procedure is used to
provide a way of drawing data and distinguish specific outcome by observing data and
information from various methods such as questionnaire, interview etc. to use all information
properly. While data analysis that is used for interpreting information as per current restaurant
requirements in market leads to generate specific outcome that is meaningful and completing the
research with motive of generating meaningful conclusion from findings. (Szczurski, 2017). This
all leads the researcher to utilise all information in an organised manner that leads to complete
work from basis of ground level work. All the task are completed by management as per current
trends that is improving opportunities to retain in market for longer period. With the direct
interaction between researcher and participants helps to generate possibilities for improving
research methods by analysing all aspects related with research such as interaction with
respondents, communication between team members for completion of research in appropriate
manner.
4.1. Research Findings
The principle outcomes for a research projects is to demonstrate understanding what are project
offering. With the analysis of all questions such as gender and state it is easy for collector to
perform work by segmenting market on demographic and geographic basis. The main use of
findings is to monitor and present overall information rather than focus on conclusion and
recommendation. With analysis of understanding the market area include all information
including the source of individual who respond on questionnaire. So further, in future more data
and information is required to complete work in proper manner that make probabilities to
analysis area understanding of respondent. The results section of findings provides better study
and information to gather result as per methodology that is applied for completion of work as per
section. Finding are more specific that is used for complete of work in proper manner to make
analysis of information and arrange them all with a logical sequence. It is mainly utilised by
management to manage and complete work by use of findings in order to arrange them as per
state of findings. In context of this research, start question provides some basic information about

respondents to understand background of an individual. Almost all information which related
with findings is used in results for enhancement of work and break it into small section for
complete of work properly to monitor the problem from different perspective (Beldona,
Buchanan and Miller, 2014). According to the findings in this research it is identified that
consumer must understand all information that is related with food. The purpose for
understanding this report suggests the role of marketing for influencing customers. In context of
this research it helps to investigate the scope of marketing for supporting business. Example- it
helps to understand role of marketing in order to increase sale of organisational products. So
targets of organisation are achieved in decided time period.
Questionnaire findings and its interpretation
The data collected from the questionnaire was very optimistic and helpful to meet the aim of the
research.
Participants took 4-5mins to complete the survey. The questionnaire shared with participants
evaluates the
effectiveness of the survey. Participants were asked to:
- Share the number of influencers they follow and do they consider their suggestions
- Comment on influencers
- State factors that influencers may impact to visit a restaurant
4.2. Questionnaire – Data analysis
With analysis of all marketing aspects questionnaire is developed in an effective manner that
leads to design an effective results by asking right and appropriate questions. The queries asked
for this research start with conducting personal information to make respondent comfortable and
from point of investigator it helps to understand respondent area and age. So specific information
is asked form researcher in effective manner and relates them with current marketing aspect. The
sequence of formulated questionnaire starts with asking email address in order to check
respondents are providing authenticate and right information. As with respondents does not
provide accurate information then overall results of data are impacted. Another question relates
with age of respondent and it is used by researcher for analysing average age of respondents. It
refers age also impact on food industry because numerous numbers of surveys concluded that
mostly youth prefer fast food to consume.

Source: Questionnaire
It is essential to understand that media techniques utilised by restaurant owner must attract youth
because they are the target market for business of food industry (Israeli, Lee and Karpinski,
2017). Another question states about the gender and it is used to design an effective
infrastructure of restaurant and menu that attracts all consumer by analysing similar
characteristic between all individuals either they are male or female.
Source: Questionnaire

4.3. Design
Research Design is an overall strategy that is selected, for integrating different components used
in the research in a logical way. This enables them to address the problem of the research in an
effective manner. The design of the research constitutes of collection, measurement and analysis
of the data. The research designs for quantitative research are of four types: experimental
research, descriptive research, exploratory research. The descriptive research design facilitates in
determining the answer of who, what, when and how of the research problem. The focus of this
research design is on the current status of the variables or conditions prevailing also it focus upon
various facts and figures due to which the recommendations based on this are considered
important (Tull and Taylor, 2014). With the help of the experimental design of research, control
can be maintained by the investigator on various factors that can affect research. It is often used
when the requirement of understanding the cause and effect relationships is crucial for the
research. Exploratory research design is used in the case when the research problem has not
studied earlier. In this, the focus is upon identifying insights and familiarity for the latter
investigations and analysing the problem (Bark, Kragt and Robson, 2016). For undertaking this
research, the descriptive research design is suitable as the recommendations are based upon facts
and figures as well as the problem is analysed in detail. With the help of this, the researcher can
draw better conclusions and recommendations against the consumer decision making an
influencer marketing. Another question is to know location of respondent as location play a
crucial role to understand market area and it use. With such questions information related with
individual is undertaken to support and implement study practically about analysing and
responding better information about used of marketing for a business. Investigator understands
about the information of marketing such as its scope through completing research in appropriate
manner. It support researcher in future to implement appropriate aspect of marketing.
After this analysis of report researcher is focused towards use of information that if consumer
decisions are impacted due to use of social media. This refers that question is used to ask
whether individual get support from media to take right decisions. Along with this question is
also asked to analyse how many marketing influencers is impacting on decision making of

consumers (Thomas, 2017). Understanding this question and providing option it is also easy to
analyse that how many individuals are impacted due to change in requirements of media
influencer that whether information provided by influencer to individuals is worthy or not.
Qualitative question is also asked by researcher for complete of task in proper manner through
which it is easy to understand requirements of individuals from social media influencer.
Questions play an essential role to use information properly and design them as the role of
individual is to make meaningful results which provide more information about market and
individuals. The question which is -would you prefer to visit a restaurant if social media
influencer provide information about new restaurant or healthy food and less expensive
restaurant is promoted. The last question refers to analyse factors that social media influencer
undertake which aspect that impacts customer decison.
4.4. Sampling & response rate
For undertaking this research and for taking responses from the customer the cluster sampling is
used, as with the help of this entire population will be classified into different groups within
which people with some similar character are included. Out of the relevant clusters various
respondents will be selected randomly so that all the customers has equal and fair chance of
being selected. In this research, 100 respondents will be used who will be asked to fill the
questionnaires on voluntary basis. With the collection of samples, it is identified that researcher
is able to obtain a meaningful conclusion by selecting some samples. The overall sample size
selected for the research is 100 which are authenticate and regularly visit restaurant to enjoy food
and all individuals provide information about their experience by following social media
influencer. The first question which is used for making right results helps to understand
information that individuals are visiting restaurant because of suggestion of social media
influencer. More than 95 respondents provide information for this question, from which 68
participants always-to-sometimes agree to visit restaurant suggested by the influencers.
Another question relates that how many influencers are followed by person to gain information
about market. From point view of the researcher, it is used to understand scope of social media
influencer. With the question analysis of selecting suitable option it is consider that if individuals

are aware about options that provide specific results to satisfy needs and wants of work
(Filimonau and Krivcova, 2017). This helps to understand if influencers are paid than it is used
in making better results. Research sample perform work to identify in making longer results that
is supporting individuals to generate content which provides information as per food content
creator. Response rate for this question is also good as more than 95 respondents, provide
information with this content. This results all content is provided by influencer according to
individual need. In this management, also consider work to prefer visit restaurant that makes
longer result in identifying respond to make better results. The response rate for this question is
high and it relates with work and it support to make prefer restaurant. With the aspect of
individual person also identify those aspects which is providing more advantage to existing
individuals for gain specific results. Minimum response rate is used in making right information
to complete task of understanding that whether social media influencer undertakes which aspect
that impacts on work technique of influencing individuals.
4.5. Question Response
The top most question are asked with motive of recognising personal information about
individuals or respondents. Most of the individuals are responding to this for making right and
effective results. With researcher point view all information that is used in making actual results.
Moreover, responses that are most useful to undertake is to understand the visit of restaurant as
per suggest of social media relates with sometimes. As most individual select option of sometime
so it is high in rate.

Source: Questionnaire
Another, perspective relates with the following of social media influencer in which individuals
respond on the option of more than 0-5. This concludes that customers follow influencers that
they really like or find genuine to follow.
Source: Questionnaire
With the understanding of selecting a right option, participants select option if influencer are
paid then it impacts on generating positive promotion.

Source: Questionnaire
29% of respondents said that unethical promotion situation is faced by them many times due to
which bad experience is observe. As a social media influencer, it does not work as a positive
point because individuals are dissatisfied from provided information. In order to become an
effective influencer, social media influencer should provide honest review either they are paid or
not in order to keep transparency which can in return increase the number of followers.

Source: Questionnaire
Response to visit the restaurant determines that more than 65% individuals visit restaurant if
influencer provide them food information about healthy and expensive food. Last, question
provides information about aspects as it is difficult because of high education rate it is easy for
individuals to make right decisions so at this question response rate of individuals is low.
With the above data, it is concluded that influencer marketing plays an important role for
improving work capabilities of a business. By the globalisation aspect it is identified that
marketing aspects are also changing as media and information technology is included among all
operations. Influencer marketing with engagement of digital age works as an aspect that is used
for providing right information also help industry to attract more number of customers. With the
help of questionnaire, the response of individuals helps to generate meaningful conclusion by
asking questions from individuals. Along with this data analysis and research methodology helps
to generate imperative study about research topic through providing using information that is
reliable and authenticate which is also applicable in practical manner.

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