Impact of Social Media Influencers on Consumer Buying Behavior: An Empirical Study

Impact of Social Media Influencers on Consumer Buying Behavior: An Empirical Study Vanita P. Mara Assistant Professor, Dept. of MBA, Hirachand Nemchand College of Commerce, Solapur Lalita R. Rawal Assistant Professor, Dept. of MBA, Hirachand Nemchand College of Commerce, Solapur Abstract Digitalization has significantly enhanced the influence of social media in shaping consumer behaviour. Social media influencers have emerged as an effective marketing mechanism that transforms how consumers perceive brands and make purchasing decisions. Influencer marketing acts as a catalyst in modern industries by connecting theoretical marketing concepts with practical business strategies. The present study aims to examine the impact of social media influencers on consumer buying behaviour, particularly focusing on factors such as trust, credibility, and purchase decision-making. A descriptive research design was adopted for the study. Primary data were collected through a structured questionnaire from 63 respondents who actively use social media platforms, employing a convenience sampling technique. Percentage analysis and mean score ranking were applied for data interpretation. The findings indicate that influencers significantly enhance brand awareness, shape consumer preferences, and influence purchase intentions. Credibility and authenticity of influencers were identified as crucial determinants of consumer trust. The study suggests that marketers should collaborate with credible influencers and establish long-term partnerships to achieve sustainable marketing outcomes. Keywords: Consumer Buying Behaviour, Social Media Influencers, Digital Marketing, Brand Preference, Academic Synergy