Paper Key : IRJ************787
Author: Shreya Kalpeshbhai Patel
Date Published: 05 Apr 2025
Abstract
The growing importance of social media has transformed traditional marketing strategies, with social media influencers (SMIs) emerging as key drivers of online consumer behaviour. This study investigates the impact of SMIs on online purchasing decisions, focusing on factors such as influencer credibility, attractiveness, content relevance, and audience engagement. Grounded in the theories of consumer behaviour and social influence, the researchers employs a quantitative approach, collecting data through structured surveys targeting active social media users because that is the easy way to connect. The findings reveal a strong correlation between influencer attributes and consumerstrust, which significantly affects their intention to purchase endorsed products that is easy way to attract to consumers. Notably, the influence is more pronounced among younger consumers who exhibit high levels of social media usage were they deliver a super contents which is helpful for consumer. The study highlights the strategic importance of influencer marketing in the digital commerce ecosystem and provides insights for marketers aiming to leverage influencers to enhance consumer trust and drive sales.