• R.PRADEEP KUMAR PATNAIK
• Tuluva Dedeepya
• J Sai Delisha Reddy
• A Yaswitha
• Y Tejaswi

Over the last few couple of years, social media influencers have been an integral part of marketing strategies and wield a strong power of influencing consumer purchasing decisions. The aim of this study is to quantitatively analyze the influence of social media influencers on consumer behavior, based on certain influencer attributes, affecting the consumer purchasing decision. In the given research work, based on the survey-based methodology, the total sample size of 1,000 respondents was drawn from diversified demographics. Indeed, the findings reveal that it is the trustworthiness of the influencers, their authenticity, and the level of engagement that define and shape the consumer buying behavior. This study adds to the growing literature in the field of digital marketing with empirical evidence from the influential role of social media personalities in modern consumerism.

Influencer Marketing, Consumer Behaviour, Trustworthiness, Authenticity, Buying Intentions

"THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASING DECISIONS: A QUANTITATIVE ANALYSIS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 9, page no.c593-c602, September-2024, Available :http://www.jetir.org/papers/JETIR2409266.pdf

"THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASING DECISIONS: A QUANTITATIVE ANALYSIS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 9, page no. ppc593-c602, September-2024, Available at : http://www.jetir.org/papers/JETIR2409266.pdf