7 in every 10 Indians likely to buy a product endorsed by an influencer

90 per cent of Indians have bought at least one product based on influencer endorsement, says ASCI

Showing the power social media influencers hold in the advertising industry today, the Advertising Standards Council of India (ASCI) on Thursday said 70 per cent of Indians are likely to buy a product they endorse.

In its "Influencer Trust Report," based on a survey of 820 respondents above 18, ASCI said that 79 per cent of respondents trust social media influencers. Out of these, thirty per cent trust the influencers "completely". Forty-nine per cent trust them "somewhat".

Moreover, 90 per cent of those surveyed said they had bought at least one product based on the influencer endorsement.

"61 per cent