The Impact of Social Media Influencers on Consumer Purchase Decisions

Author(s)	Ms. Vanmathi, Ms. S. Priyadharshini
Country	India
Abstract	The rise of social media has significantly altered the marketing landscape, giving rise to influencer-driven strategies that shape consumer behaviour. Social media influencers, individuals with substantial online followings and the ability to sway opinions, have emerged as key players in modern marketing. This research investigates the influence of social media influencers on consumer purchasing decisions, with a focus on the type of influencer, trust, and platform effectiveness. Using a descriptive research design, data were collected from 150 social media users aged 18–35 through a structured questionnaire. Analysis revealed that 73.3% of respondents were influenced by social media endorsements, with micro-influencers having the most significant effect due to their authenticity and reliability. Instagram emerged as the primary platform driving purchases, and trust in influencers played a pivotal role in purchase intention. The findings suggest that brands can optimise marketing strategies by collaborating with credible influencers, particularly micro-influencers, to enhance consumer engagement and conversion rates. This study offers valuable insights for marketers seeking to capitalise on social media influencer marketing in a rapidly evolving digital landscape.
Published In	Volume 7, Issue 1, January-February 2026
Published On	2026-02-17

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Advanced International Journal for Research