Paper Contents
Abstract
The purpose of this study is to examine how social media influencers affect customer purchase decisions. It aims to identify the key factors—such as credibility, expertise, relatability, and content quality—that drive consumer trust and influence buying behaviour. By understanding the role of influencers in shaping consumer perceptions, the study seeks to provide insights for marketers and businesses to design effective influencer marketing strategies. Ultimately, the research contributes to a deeper understanding of how digital endorsements impact purchasing patterns, brand awareness, and customer loyalty in a rapidly evolving social media landscape. The rise of social media has transformed the way consumers discover, evaluate, and purchase products. Social media influencers, who command large followings and engage audiences through authentic content, have become a powerful tool for shaping consumer perceptions and purchase decisions. This study aims to examine the impact of social media influencers on customer buying behaviour across different product categories. Data was collected through structured questionnaires from a sample of social media users, analyzing the influence of factors such as trustworthiness, expertise, relatability, and promotional content on purchasing intentions. The findings reveal that consumers are significantly influenced by social media influencers, with trust and perceived credibility emerging as key determinants of purchase decisions. The study highlights the importance of influencer marketing for businesses seeking to enhance brand awareness, drive sales, and build customer loyalty in a digital-first marketplace.
Copyright
Copyright © 2026 RATHLAVATH MARUTHI. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
