A Study on Influencer Commerce to Promote and Sell Products through Social Media in Solapur City

Abstract Influencer commerce has emerged as a rapidly growing marketing strategy where brands collaborate with social media influencers to promote and directly sell products through digital platforms. This study focuses specifically on the city of Solapur, Maharashtra, to understand how influencer-driven social media marketing influences consumer buying behavior, brand perception, and sales outcomes. The research uses a mixed-method approach involving surveys and interviews to examine the effectiveness of influencers, preferred platforms, consumer trust, and purchase intentions. The study reveals that micro and local influencers in Solapur significantly affect brand visibility and product purchase decisions due to higher relatability, localized content, and cultural relevance. The findings provide valuable insights for businesses, marketers, and local entrepreneurs to effectively utilize influencer commerce as a strategic marketing tool.