• Dr. Vaibhav Ramesh Bhalerao
• Dr. Bhalchandra B. Bite

In today’s world, people are busy in their day to day affairs barely having any time to interact with one another, social media has been the boon. The world has seen many interacting platforms from whatsapp, facebook to instagram and twitter. The social media has rightly identified the needs and motivations of people and has emerged accordingly. The social media has been performing functions and facilitating the activities ever imagined in the past. This need has been rightly sensed by organization for promoting their products and services in the society. Social media has been in prolific use by firms in creating awareness, advertising, promoting and endorsing the products for the final consumption of the buyers. Social media has given a platform to the firms by creating content and use influencers for influencing the purchase decisions of the end consumers. Firms identify experts from particular field having indepth product or field knowledge and plant them on the social media for endorsing and promoting their products and services. The following research has been undertaken to understand the impact of the social media influencers on the purchasing behavior of the consumers. For this purpose, 160 respondents from the state of Maharshtra were identified randomly and were administered a structured google questionnaire online. The research concentrates on the effect of trustworthiness and the attitude of the social media influencers of the purchase behaviour of the customers online. The findings of the study through regression modelling prove that trustworthiness and the attitude of the social media influencers has a significant effect on the purchase behaviour of consumers. The research is useful to the marketers in making the right use of the social media influencers for their products and services.

Social media influencers, Buyer behaviour

"AN ANALYTICAL STUDY OF SOCIAL MEDIA INFLUENCERS AND THE RESULTING CONSUMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.120-126, January-2019, Available :http://www.jetir.org/papers/JETIR1901G18.pdf

"AN ANALYTICAL STUDY OF SOCIAL MEDIA INFLUENCERS AND THE RESULTING CONSUMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp120-126, January-2019, Available at : http://www.jetir.org/papers/JETIR1901G18.pdf