International Journal of Scientific Research and Engineering Development

This research paper examines the structural shift in marketing expenditure toward influencer channels and quantifies its impact on consumer purchase decisions within the Fast-Moving Consumer Goods (FMCG) sector on a global scale. Drawing upon rigorous secondary analysis of proprietary industry data from leading sources including McKinsey, Nielsen, Kantar, Statista, and Deloitte (2022–2025), the study establishes influencer marketing (IM) as a core strategic pillar, moving beyond traditional tactical spending. Key findings confirm the remarkable growth of the IM market, valued at approximately USD 71.64 billion in 2024 1, exhibiting superior return on investment (ROI) compared to conventional media (generating 11x greater ROI). 2 The analysis highlights the differential effectiveness of influencer tiers, demonstrating that Nano- and Micro-influencers deliver the highest engagement (up to 2.71% for Nano-influencers) 3, making them critical for scalable conversion efficiency. Strategic discussions emphasize the necessity of transitioning to Multi-Touch Attribution (MTA) models to accurately measure sales uplift, as evidenced by Nestlé’s 25% sales increase. 4 Furthermore, the paper provides a framework for managing global campaigns by addressing cross-cultural trust disparities and navigating complex regulatory requirements (e.g., FTC and EU directives). 5 Managerial implications include mandatory MarTech investment and the immediate prioritization of authenticity as a brand credibility hedge against widespread consumer skepticism.

Khushi Yadav, Kunal Deshmukh, Dhiraj Jagtap, "The Impact of Influencer Marketing on Consumer Purchase Decisions in the FMCG Sector (A Global Perspective)" International Journal of Scientific Research and Engineering Development, V8(6): Page(2608-2631) Nov-Dec 2025. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.