• D. Madhubharathi
• Dr. N. Maliqjan

This empirical study examines the role of social media tech influencers in shaping consumer purchase decisions in the contemporary digital marketplace. With the rapid growth of platforms such as Instagram, YouTube, and Facebook, influencer marketing has emerged as a powerful promotional strategy for technology products and services. The study aims to analyze how credibility, expertise, content quality, and audience engagement of tech influencers impact consumer behavior. Primary data were collected through structured questionnaires distributed among active social media users, and statistical tools were applied to test the formulated hypotheses. The findings reveal that trustworthiness and perceived expertise of influencers significantly affect consumers’ attitudes toward tech products. Product reviews, unboxing videos, and comparison content were identified as major factors influencing purchase intention. The research also highlights that younger consumers are more responsive to influencer recommendations compared to older age groups. Furthermore, emotional connection and relatability between influencers and followers enhance brand loyalty and purchase confidence. The study concludes that social media tech influencers play a crucial role in reducing information asymmetry and perceived risk in online purchases. Brands leveraging influencer marketing strategies can achieve higher engagement and improved conversion rates. However, transparency and authenticity remain essential to sustain consumer trust. This study contributes to the understanding of digital marketing dynamics and offers practical insights for marketers and businesses in the technology sector.

Social Media Tech Influencers, Consumer Purchase Decisions, Consumer Behavior, Digital Marketing, Brand Trust, Purchase Intention, Social Media Platforms.

"AN EMPIRICAL STUDY ON THE ROLE OF SOCIAL MEDIA TECH INFLUENCERS IN SHAPING CONSUMER PURCHASE DECISIONS IN POLLACHI TALUK", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.b554-b559, March-2026, Available :http://www.jetir.org/papers/JETIR2603168.pdf

"AN EMPIRICAL STUDY ON THE ROLE OF SOCIAL MEDIA TECH INFLUENCERS IN SHAPING CONSUMER PURCHASE DECISIONS IN POLLACHI TALUK", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. ppb554-b559, March-2026, Available at : http://www.jetir.org/papers/JETIR2603168.pdf