A Study on Social Media Marketing on Consumer Purchase Decisions: An Empirical Approach

Abstract Social media was created to digitally link individuals who might not otherwise have had the opportunity to meet and contact each other regularly. The way people communicate and socialize has changed dramatically since Facebook and Six Degrees. As the social media sector has developed, it has not only allowed individuals to communicate but has also created previously unimaginable work prospects. Social media has made it possible for influencers and content creators to become well-known, wealthy, and well-known while also serving as a platform for online commerce. Influencing is a type of social media marketing in which a person with in-depth expertise in their industry uses the platform to sell other people's brands and products. This study set out to investigate how social media influencers affect consumers' purchasing decisions. 210 social media users provided the study's data using an online questionnaire survey. This study examines the influence of two independent variables such as, influencers' attitude and credibility on consumers' intentions to buy as a result of social media influencers. A linear regression analysis was conducted, demonstrating the noteworthy impact of social media influencers' attitudes and creditworthiness on consumers' purchasing decisions. Marketers, advertisers, and brand managers can utilize the study to find suitable influencers and insert sponsored advertising, showcasing their goods and services within these social media influencers' content etc.