IGNOU MNM 22 2026 - Influencer-led consumption has become a dominant trend on platforms su

Question

Influencer-led consumption has become a dominant trend on platforms such as Instagram and YouTube, especially in categories like fashion, beauty, gadgets, and food.

Select any one influencer-driven campaign or product trend and analyse how perception, learning, memory, and attitude formation shape consumer response.

(Relevant Units: Unit 6 - Perception & Attitude; Unit 7 - Learning & Memory; Unit 9 - Online & Digital Influences)

06 Jan 2026

Answer :

Word Count : 519

Influencer-led marketing has significantly shaped consumer behaviour in India, and the rise of Mamaearth as a personal care brand offers a clear example of how perception, learning, memory, and attitude formation influence consumer response. Mamaearth’s growth has been closely tied to influencer-driven campaigns on Instagram and YouTube, where beauty bloggers, parenting influencers, and lifestyle creators consistently promoted the brand’s “natural,” “toxin-free,” and “Made Safe” positioning. These campaigns did not merely create awareness but actively shaped how consumers interpreted, remembered, and evaluated the brand. From the perspective of perception, Mamaearth carefully managed sensory and symbolic cues through influencer content. Visual perception was shaped by aesthetically pleasing videos showing clean packaging, soft colours, and demonstrations of product usage, which signalled safety and gentleness. Influencers often highlighted labels

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