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International Journal for Research Trends and Innovation
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ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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Impact Factor : 8.14
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| Paper Title: | THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASING DECISIONS. |
| Authors Name: | Madhvendra Singh Gaur |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJRTI_204631
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| Published Paper Id: | IJRTI2506063 |
| Published In: | Volume 10 Issue 6, June-2025 |
| DOI: | |
| Abstract: | In today’s digital landscape, social media influencers (SMIs) have emerged as powerful agents of consumer persuasion. This research investigates how influencers on platforms like Instagram, YouTube, and Snapchat shape purchasing decisions among young Indian consumers, particularly millennials and Gen Z. The study was conducted through a structured questionnaire distributed both online and offline among 50 respondents at Galgotias University and other Indian social media users. The aim was to explore consumer engagement patterns, the perceived credibility of influencers, trust-building factors, and the likelihood of purchase following influencer recommendations. Findings revealed that 100% of respondents follow at least one influencer, with Instagram being the most preferred platform. A significant portion of the sample (74%) engages with influencer content at least a few times a week, while 96% admitted to making a purchase based on an influencer’s suggestion. Key trust factors include relatability (34%) and expertise in a niche (32%). Interestingly, most respondents do not always verify brand credibility, suggesting a transfer of trust from influencer to brand. The categories most influenced include technology, beauty, and fashion. This study highlights the strategic importance of influencers in consumer marketing and offers valuable recommendations for brand managers. It also discusses the limitations of small sample sizes and sampling bias while suggesting areas for future research. Overall, this paper contributes to a deeper understanding of influencer marketing effectiveness in the Indian context and its implications for digital advertising strategies. |
| Keywords: | Social Media Influencers, Consumer Behavior, Purchase Intention, Influencer Marketing, Digital Trust |
| Cite Article: | "THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASING DECISIONS.", International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2455-2631, Vol.10, Issue 6, page no.a552-a555, June-2025, Available :http://www.ijrti.org/papers/IJRTI2506063.pdf |
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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: IJRTI2506063
Registration ID:204631
Published In: Volume 10 Issue 6, June-2025
DOI (Digital Object Identifier):
Page No: a552-a555 Country: Kanpur, Uttar Pradesh, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2506063 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2506063 |
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ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED,
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