• Suyash Dhanwate
• H. R. Kulkarni
• Snehal V. Sinalkar

In the digital era, social media has transformed how brands engage with consumers. Influencer marketing has emerged as a powerful promotional strategy that leverages individuals with strong online followings to shape consumer perceptions and purchase intentions. This research examines the effectiveness of influencer marketing on consumer behaviour, trust formation, and brand visibility. Using primary data collected through a structured questionnaire, the study evaluates how factors such as influencer authenticity, content quality, platform credibility, and follower engagement influence purchasing decisions. The findings suggest that consumers show higher trust toward brands promoted by relatable and authentic influencers. The research concludes that influencer marketing is an essential component of modern digital strategies, especially for youth-centric brands.

Influencer Marketing, Social Media, Consumer Behaviour, Digital Marketing, Brand Awareness, Purchase Intention, Online Engagement, Content Creators.

"A Research Study on the Role of Social Media Influencers in Shaping Consumer Decisions ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.446-449, January-2026, Available :http://www.jetir.org/papers/JETIRHG06047.pdf

"A Research Study on the Role of Social Media Influencers in Shaping Consumer Decisions ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. pp446-449, January-2026, Available at : http://www.jetir.org/papers/JETIRHG06047.pdf