The Influence of Social Media Influencers on the Buying Behaviour of Youth: A Study of Emerging Consumer Trends

In the rapidly evolving landscape of digital consumerism, social media influencers (SMIs) have emerged as powerful agents shaping the buying behaviour of youth. This research investigates how influencers impact purchasing decisions among individuals aged 16 to 25, focusing on emotional triggers, trust dynamics, content relevance, and platform-specific patterns. Drawing on primary data collected from 300 youth respondents in India through structured surveys, the study uses statistical analysis to examine the correlation between influencer trust and purchase intent, the role of micro vs. macro influencers, and the effect of short-form video content on impulse buying. Findings reveal that emotional engagement, perceived authenticity, and frequent exposure to influencer content significantly drive buying behaviour, especially in product categories like fashion, cosmetics, and electronics. Micro-influencers were found to have stronger persuasive power than celebrities, and platforms like Instagram and TikTok were more associated with impulsive decisions, whereas YouTube leaned toward informed purchases. The study also highlights ethical concerns around transparency, suggesting that both brands and influencers must adopt responsible marketing practices. Recommendations include fostering long-term influencer partnerships, prioritizing authenticity, and exploring under-researched areas like virtual influencers and cross-cultural consumer analysis. This paper contributes to a deeper understanding of youth psychology in digital commerce and the evolving landscape of influencer-led marketing.