The Impact of Influencer Marketing on Consumer Purchasing Decision Making in Coimbatore City

The study explores the impact of influencer marketing on consumer purchase decisions, with a specificfocus on Coimbatore, Tamil Nadu. It highlights how factors such as authenticity, trust, and informationrelevance shape consumer behaviour in the context of influencer marketing. The research delves into keyelements, including platform choice, demographic influences, and the types of influencer campaigns.Analytical tools such as percentage analysis, rank, and ANOVA were employed to interpret the datacollected from a sample size of 152 respondents. The findings demonstrate that influencer marketing has thepotential to revolutionize contemporary advertising, provided brands address challenges like market saturationand legal compliance. The report concludes with actionable recommendations for optimizing influencerpartnerships to achieve maximum impact.