The impact of social media influencer on consumer buying behaviour towards fashion apparels at rural areas

Author(s)	Baburaddi Venkappa Umarani
Country	India
Abstract	This study examines the impact of social media influencers on the buying behaviour of rural consumers toward fashion apparel in Bagalkot District. Primary data were collected from 101 respondents using a structured questionnaire and analyzed with SPSS. The research focuses on influencer credibility, trustworthiness, expertise, and social media engagement as factors influencing purchase intention. The findings reveal that influencer credibility and trustworthiness have a significant positive effect on consumers' purchase intentions, while education significantly influences buying behaviour. However, gender, age, and occupation do not show a significant impact. The study concludes that social media influencers play an important role in creating awareness and shaping purchase intentions among rural consumers. Fashion brands should collaborate with credible influencers and create authentic, engaging content to strengthen their presence in rural markets and increase consumer trust and sales.
Keywords	Social Media Influencers Consumer Buying Behaviour Fashion Apparel Rural Consumers Purchase Intention Influencer Credibility Influencer Trustworthiness Influencer Expertise Social Media Engagement Rural Marketing Digital Marketing
Published In	Volume 7, Issue 4, July-August 2026
Published On	2026-07-12

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Advanced International Journal for Research