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Corresponding Author

Sankararaman G

Keywords

Influencer marketing, Social media, Consumer behavior, Digital marketing, Brand engagement.

Document Type

Original Research Article

Abstract

Influencer marketing has emerged as a powerful digital marketing strategy in the era of social media. This study examines the effectiveness of influencer marketing in shaping consumer attitudes, brand engagement, and purchase decisions. Primary data were collected through a structured questionnaire distributed using Google Forms, yielding 308 valid responses. Statistical tools such as percentage analysis, correlation, chi-square test, and one-way ANOVA were used to analyze the data. The findings reveal that social media influencers significantly influence consumer purchase decisions, especially among younger demographics. Factors such as engaging content, transparency, and authenticity play a crucial role in building consumer trust. The study highlights the growing importance of influencer marketing for brands seeking to increase visibility and customer engagement in digital platforms.

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