Impact of social media influencers analysing their effect on consumer purchasing decisions study confined to Tumkur.

1. ABSTRACT In today’s digital landscape, social media influencers play a pivotal role in shaping consumer preferences and purchasing behavior. Their ability to foster genuine connections with followers through engaging and relatable content has positioned them as valuable collaborators for brands. This research investigates the influence of social media personalities on consumer decision-making, emphasizing critical factors such as perceived credibility, audience trust, and content engagement. It further explores how demographic variables—such as age, gender, and frequency of social media use—affect consumer responses. Both primary and secondary data sources are utilized to capture evolving trends and behavioral patterns. The study aims to provide actionable insights for marketers seeking to leverage influencer marketing strategies to drive consumer engagement and optimize brand impact. KEY WORDS: Social media influencers, consumer decision making, perceived credibility, Social media usage, influencer marketing, purchasing bahavior.