Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Effectiveness of Social Commerce Through Influencer Marketing on Purchase Decisions Among Indian Youth

Author(s) Dr. Rakeshkumar C Patel
Country India
Abstract The rapid expansion of digital platforms has transformed traditional marketing practices, leading to the emergence of social commerce as a dominant business model. Social commerce integrates social media engagement with online purchasing, allowing consumers to interact, evaluate, and purchase products within social networking environments. Influencer marketing functions as a key pillar of social commerce by leveraging trust, authenticity, and peer-to-peer communication. This research paper examines the effectiveness of influencer marketing on purchase decisions among Indian youth.
The study adopts a descriptive and analytical research design using primary data collected through a structured questionnaire from 150 respondents aged 18–30 years across urban India. Statistical tools including reliability analysis, chi-square test, correlation analysis, and multiple regression were applied using SPSS-style interpretation. The findings reveal that influencer credibility, content authenticity, and social engagement significantly influence purchase intention and buying behavior. The study establishes that trust-based influencer marketing is more effective than traditional advertising among youth consumers. The paper contributes to social commerce literature by providing empirical evidence from an emerging economy and offers strategic insights for marketers, brands, and policymakers.
Keywords Social Commerce; Influencer Marketing; Consumer Purchase Decision; Indian Youth; Digital Marketing; Trust and Authenticity.
Field Mathematics > Economy / Commerce
Published In Volume 6, Issue 6, November-December 2025
Published On 2025-12-27
DOI https://doi.org/10.63363/aijfr.2025.v06i06.2742
Short DOI https://doi.org/hbg69z
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