• Dr. Kishor Devidas Pakhale
• Asst.Prof. Sujata Babasaheb Dighe

Social media influencers act as links between brands and Indian consumers. Influencers share videos, reviews, live sessions and short posts that can make advertising feel more personal than ads. This paper looks at how influencer credibility, authenticity, expertise, brand fit and disclosure rules shape brand trust and consumer buying intention in India. The study uses secondary data from 2019 to 2025 and follows a descriptive and analytical approach. Findings show that influencers can lower uncertainty and boost buying intention when followers see influencer recommendations as knowledgeable, steady and relevant. Brand trust is a bridge: a popular creator may draw attention but trust moves to the advertised brand only when the partnership looks suitable and the claim can be proven. Hidden sponsorship overstated promises, repeated pushes and weak product experience can reverse that trust. The paper also examines the growth of India’s influencer market and the ongoing gap, between disclosure rules and actual practice. The paper ends by saying that commercial success and ethical clarity work together. Brands that pick creators explain material connections clearly and track trust together with clicks are better able to turn short‑term influence into lasting customer loyalty.

social media influencers, brand trust, purchase intention, influencer credibility.

"INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON BRAND TRUST AND CONSUMER PURCHASE INTENTION IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 10, page no.a501-a505, October-2026, Available :http://www.jetir.org/papers/JETIR2610054.pdf

"INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON BRAND TRUST AND CONSUMER PURCHASE INTENTION IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 10, page no. ppa501-a505, October-2026, Available at : http://www.jetir.org/papers/JETIR2610054.pdf