Impact of Influencer Engagement on Dealer Trust and Sales Performance: Evidence from the Steel Industry

This study explores the impact of influencer engagement on dealer trust and sales performance within the Indian steel industry. Analyzing primary data from 117 stakeholders—including dealers, engineers, and sales executives—through Chi-square and ANOVA tests, the research highlights a significant correlation between influencer-led initiatives and commercial success. Findings indicate high awareness (84.6%) and a notable increase in monthly sales (80.3%) linked to these campaigns. Key metrics such as product visibility, brand alignment, and authentic endorsement all scored above 80% in respondent agreement, identifying trust as a vital mediator for purchase influence. The analysis reveals that perceptions of effectiveness vary by professional role, with sales executives reporting the highest impact. By bridging a gap in B2B marketing literature—which often overlooks industrial sectors in favor of consumer goods—this research provides a framework for steel manufacturers to leverage digital influence. Ultimately, integrating influencer strategies with traditional relationship-building offers a sustainable competitive advantage in industrial B2B environments.