Trending Topics of Research on Influencer Marketing in India 2025
Influencer marketing has transformed the way brands connect with audiences, reshaping consumer behaviour across industries. For academicians, studying influencer marketing research for academic research is not just about brand promotions — it’s about understanding psychology, trust-building, social commerce, and the shifting dynamics between creators and consumers. For startup research in India, where digital adoption is surging, influencer marketing research offers critical insights for businesses, policymakers, and scholars in marketing, sociology, and communication studies.
Below are some compelling research topics on influencer marketing that can be explored through surveys and primary data collection:
1. Consumer Trust in Cosmetic Influencers
With beauty and skincare influencers dominating platforms like Instagram and YouTube, questions arise on authenticity and perceived trust. In this topic on influencer marketing research, the study can explore – Do consumers rely more on peer reviews or celebrity endorsements? Does the perceived expertise of a cosmetic influencer affect purchase decisions?
Example Survey Questions:
- What is your view on product reviews by cosmetic influencers?
- Have you purchased a product based on an influencer’s recommendation?
Live Example: This researcher surveyed more than 100 participants for cosmetic influencer marketing research to study and evaluate differences in consumer trust between micro-influencers (fewer followers, niche credibility) and macro-influencers (large-scale reach) in the cosmetics sector.
2. Financial Influencers and Investment Behaviour
Finfluencers are shaping investment decisions, from mutual funds to cryptocurrency. With regulators stepping in, the role of financial influencers is a hotbed for research on finance influencer marketing.
Example Survey Questions:
- How often do you follow financial influencers for investment advice?
- Do you fact-check or cross-verify financial tips shared by influencers?
ThinkSurvey Tip: Run a national level comparative study to analyse the difference in investment attitudes of people who rely on influencers versus those who consult professional advisors. By recruiting more than 1000 participants using market research firm, a deeper study can be done on types of influencers like – Stock market analysts, Financial advisors, Personal finance bloggers/podcasters, etc.
3. Fitness Influencers and Lifestyle Changes
The rise of health and fitness influencers during and after the pandemic has spurred a wave of lifestyle changes. But how effective are they in driving actual behavioural shifts? This topic of influencer marketing research has attracted researchers as well as businesses alike.
Example Survey Questions:
- Have you joined a fitness challenge recommended by an influencer?
- Do fitness influencers inspire long-term lifestyle changes or short-term motivation?
Research Tip: Researchers can study differences between male and female audiences in terms of engagement with fitness influencers and adoption of healthier habits. Read this complete guide on data collection for research.
4. The Rise of B2B Influencers
Beyond consumer markets, B2B influencers — consultants, industry leaders, LinkedIn creators — are influencing purchasing and partnership decisions in enterprises. This is an emerging but critical space for influencer marketing research.
Example Survey Questions:
- How much do you trust insights shared by LinkedIn thought leaders?
- Has influencer content influenced your company’s procurement or partnership decisions?
Live Example: A team of researchers from IIM Rohtak surveyed working professionals who are still evaluating influencer collaborations. They recruited more than 200 participants via online survey panel for this study.
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5. Micro vs. Macro Influencer Effectiveness
Micro-influencers often show higher engagement rates, while macro-influencers offer greater reach. Which has more impact on brand trust and sales? This field of research on influencer marketing attracts businesses more often when it comes to planning marketing campaigns, and budget decisions.
Example Survey Questions:
- Do you engage more with niche influencers or celebrity influencers?
- Which type of influencer feels more authentic to you?
ThinkSurvey Tip: Start-ups or SMEs, when planning to engage with an influencer can study engagement vs. conversion trade-offs, analysing whether smaller communities drive stronger purchase intent compared to large-scale reach.
6. Cross-Platform Influencer Research
Instagram, YouTube, LinkedIn, and TikTok (international context) all have different influencer ecosystems. Do consumers behave differently across platforms? Do these influencers collaborate and create content differently on these platforms? An interesting opportunity to grab on influencer marketing research.
Example Survey Questions:
- Which platform do you most trust for influencer recommendations?
- Do you follow the same influencer across multiple platforms?
Research Tip: A cross-platform comparative study can reveal how audience trust varies by medium (visual-first vs. text-first platforms). A deep dive can also be made comparing influencer content delivered across various platforms.
7. Ethical Concerns & Regulations in Influencer Marketing
Influencer marketing also raises ethical concerns — hidden sponsorships, misleading claims, or promoting harmful products. With ASCI and SEBI already releasing guidelines in India, this space in influencer marketing research is ripe for exploration.
Example Survey Questions:
- Are you aware of influencer advertising disclosure guidelines?
- Do you think influencers should be held accountable for misleading endorsements?
Research Tip: Run a comparative study among Indian nationals asking them to evaluate all categories of influencers they are following at present. Evaluate them on parameters like – trustworthiness, subject knowledge, content delivery, likeability, etc.
How to Choose the Right Research Topic on Influencer Marketing
Selecting a topic in influencer marketing research requires balancing novelty, feasibility, and relevance.
- Literature Scan – Review current journals in marketing, communication, and consumer psychology. Spot trending themes like AI-powered influencers or sustainability influencers.
- Identify Gaps – Look for underexplored niches, such as B2B influencer marketing or financial influencers in semi-urban India.
- Test Feasibility – Ensure access to data. Survey-based studies work well here as consumer perceptions can be captured effectively.
- Seek Feedback – Share shortlisted ideas with supervisors/colleagues for refinement.
How ThinkSurvey Enables Influencer Marketing Research
Researchers and brands often face bottlenecks in survey design, recruitment, and response quality. At ThinkSurvey, we make this seamless:
- Audience Panel: Get access to diverse respondents — from college students following fitness influencers to working professionals engaging with B2B thought leaders.
- Wide Demographics: Our panels include urban, semi-urban, and rural participants across India, balanced by age, income, and gender.
- Research Expertise: We guide academics on designing influencer marketing surveys that capture authentic responses.
- Scalable Data Collection: From 100 responses for classroom projects to 5,000+ for national-level studies.
- End-to-End Support: From questionnaire creation to analysis of influencer effectiveness.
With ThinkSurvey, you don’t just collect responses — you generate actionable insights on trust, engagement, and impact of influencer marketing across industries.
