Paper Title
Understanding Consumer Attitude Towards the Influencer and Their Brand Amrita School of Business, Coimbatore

Abstract
This study aims to understand Consumer attitudes towards their Brands and Attitude towards Influencers is essential to enable marketers to identify, understand and adapt to the changing needs of customers. This article identifies what attitudes consumers have towards influencer and brand, and how these attitudes change in response to changes in the marketing environment. Influencer credibility and paid communication ad recognition have significant impact on consumer attitude towards influencer and brand, as well as consumer attitudes have a major impact on consumer intentions to follow the influencer. Our sample consists of 298 participants which was targeted at followers of social media influencers. Linear Regression analysis was done to measure the proposed model and it’s a non-Probability -Judgemental Sampling. Our analysis found that Influencer credibility and paid communication ad recognition had a positive influence on consumer attitude towards the influencer and the brand. In addition, consumer attitude significantly boosted the intention to follow the influencer.