The Impact of Influencer Marketing on Consumer Purchase Decisions: A Comparative Study across Social Media Platforms

Abstract In the changing world of digital marketing, brands looking to connect well with consumers have started using influencer marketing as a key tactic. This research examines how influencer marketing affects the buying choices of consumers, comparing it across popular social media sites such as Instagram, YouTube, TikTok, and Twitter. Through a structured survey method involving 150 respondents, the study examines platform-specific differences, the role of trust and authenticity, and the effectiveness of influencer marketing in driving consumer behavior. The findings highlight the significance of influencer credibility, engagement, and transparency in influencing consumer purchase decisions. Additionally, platform-specific preferences indicate that Instagram and YouTube are the most effective platforms for influencer marketing. The study provides actionable insights for marketers aiming to optimize their influencer campaigns.