The Impact of Social Media Influencers on Consumer Behaviour: An Exploratory Study

In the rapidly evolving digital landscape social media influencers (SMIs) have emerged as pivotal players in shaping consumer attitudes preferences and purchasing behaviour This exploratory study investigates the extent and nature of this influence with a specific focus on young Indian consumers particularly Generation Z and millennials who are highly active on platforms such as Instagram YouTube and Facebook The research examines critical influencer attributes trust worthiness, credibility, authenticity and their impact on consumer trust brand perception and buying decisions Using a quantitative descriptive research design data was collected from 120 respondents through an online questionnaire The analysis revealed that influencer credibility significantly enhances consumer trust and brand affinity while platform-specific factors influence engagement levels and purchase intent. Notably, micro-influencers, due to their perceived authenticity and relatability, were found to generate stronger consumer engagement compared to macro or celebrity influencers. Furthermore, the findings highlighted a positive correlation between influencer content and impulsive buying behaviour particularly among frequent social media users. This study contributes to the limited empirical literature on influencer marketing in the Indian context offering localized insights that bridge the gap in global discourse. It underscores the need for brands to strategically align with influencers who resonate with their target audience and to consider platform-specific dynamics for optimal impact The results offer actionable recommendations for marketers, including the emphasis on trust-based partnerships, platform optimization, and the cultural relevance of influencer content. Overall, the study affirms that social media influencers play a transformative role in modern consumer behaviour and are a valuable asset in contemporary marketing strategies