• Jagriti Garg
• Dr.Archana Verma

Influencer marketing has emerged as a powerful strategy in digital marketing, significantly shaping consumer purchase decisions. This study examines the impact of influencer marketing on consumer behavior, focusing on trust, engagement, and brand perception. Through a combination of qualitative and quantitative research, the study explores how influencers’ credibility, content quality, and audience interaction affect purchasing intent. Data was collected via case studies and online platforms analyzing consumer responses to influencer endorsements across various social media platforms. The findings suggest that consumers are more likely to trust and purchase products recommended by influencers they perceive as authentic and relatable. Additionally, factors such as influencer expertise, frequency of brand collaboration, and the platform used play a crucial role in shaping consumer attitudes. This research provides valuable insights for marketers on optimizing influencer partnerships to enhance brand engagement and sales conversion.

Influencer marketing, consumer behavior, digital marketing, purchase decision, social media marketing.

"Impact of influencer marketing on consumer purchase decision", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.d139-d148, May-2025, Available :http://www.jetir.org/papers/JETIR2505349.pdf

"Impact of influencer marketing on consumer purchase decision", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppd139-d148, May-2025, Available at : http://www.jetir.org/papers/JETIR2505349.pdf