Journal of Advances in Developmental Research

E-ISSN: 0976-4844   •   Impact Factor: 9.71

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Volume 17 Issue 1
2026

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A Study on the Challenges Encountered by Start-Ups in Using Influencer Marketing for Promotion

Author(s) Dr. Ankita, Dr. Anusuya Mehra
Country India
Abstract Influencer marketing has become an important promotional option for start-ups seeking visibility, audience engagement and brand recognition through digital platforms. However, its adoption is often affected by several practical and strategic challenges that may restrict its effective use. The present study examines the challenges encountered by start-ups in using influencer marketing for promotion. The study followed a quantitative approach and was based on responses collected from 336 respondents associated with start-ups and social media-based promotional activities. A structured questionnaire was used to measure five challenge dimensions, namely influencer selection, cost and budget-related issues, trust, credibility and authenticity, campaign performance and result measurement, and content control and brand alignment. The instrument showed acceptable reliability, and the data were analysed through descriptive statistics and one-way ANOVA. The findings indicate that respondents generally agreed that start-ups face notable challenges in adopting influencer marketing, particularly in relation to trust, credibility, influencer selection and campaign measurement. The hypothesis testing results further showed significant differences in perceptions across respondent categories. The study offers useful insights for start-ups, marketers and digital promotion professionals by highlighting the need for more systematic, credible and measurable influencer marketing practices.
Keywords Start-ups; Influencer Marketing; Promotional Strategy; Marketing Challenges; Digital Promotion
Field Business Administration
Published In Volume 17, Issue 1, January-June 2026
Published On 2026-06-09
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IJAIDR DOI prefix is
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