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ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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| Paper Title: | THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASING DECISION |
| Authors Name: | Aadika Keshari |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJRTI_204717
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| Published Paper Id: | IJRTI2506093 |
| Published In: | Volume 10 Issue 6, June-2025 |
| DOI: | |
| Abstract: | The rise of digital media has transformed traditional marketing channels, giving birth to influencer marketing—a strategy where individuals with a significant online presence affect consumer behavior through content creation and personal brand endorsement. This study aims to explore the impact of social media influencers on consumer purchasing decisions, with a focus on understanding how influencer characteristics, platform preferences, and content engagement contribute to consumer trust and actual buying behavior. The research was conducted using a descriptive research design and relied on primary data collected through structured questionnaires distributed to 50 respondents. The participants were mostly in the age group of 18–30 years, representing a digitally active demographic that forms the core of social media user bases today. Data collection was conducted both online— through Google Forms—and offline, within the Galgotias University campus. The results highlight that 100% of respondents follow influencers, with Instagram and YouTube being the most preferred platforms. Influencer traits such as relatability (34%), niche expertise (32%), and honest opinions (22%) were identified as the top factors that build consumer trust. Furthermore, the findings indicate a strong correlation between influencer recommendations and consumer purchase behavior, as 96% of the respondents admitted to making a purchase influenced by an influencer. Product categories most impacted include gadgets/technology, beauty/skincare, and fashion/apparel. The study also reveals that while influencers play a pivotal role in shaping opinions, consumers still engage in basic credibility checks before finalizing purchases—highlighting a blend of trust and caution. This research provides critical insights for marketers, advertising agencies, and brand managers aiming to craft effective influencer marketing strategies. By understanding consumer preferences, influencer trust factors, and platform dynamics, businesses can design campaigns that not only capture attention but also drive conversion. The study concludes by emphasizing the importance of authenticity, transparency, and long-term engagement in maintaining the effectiveness of influencer-led promotions. It also outlines limitations such as sample size and geographic focus, and recommends further research across varied demographics and industries for a broader understanding of this fast- evolving marketing tool. |
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| Cite Article: | "THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASING DECISION ", International Journal of Science & Engineering Development Research (www.ijrti.org), ISSN:2455-2631, Vol.10, Issue 6, page no.a782-a783, June-2025, Available :http://www.ijrti.org/papers/IJRTI2506093.pdf |
| Downloads: | 000257 |
| ISSN: |
2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID: IJRTI2506093
Registration ID:204717
Published In: Volume 10 Issue 6, June-2025
DOI (Digital Object Identifier):
Page No: a782-a783 Country: Greater Noida , Uttar Pradesh , India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2506093 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2506093 |
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ISSN: 2456-3315
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