Impact Of Influencer Marketing On Consumer Buying Behaviour: Evidence From Indian Millennials

Abstract

Influencer Marketing Has Emerged As One Of The Most Dynamic Strategies In Digital Advertising, Reshaping Consumer-brand Interactions. With The Rise Of Social Media Platforms Such As Instagram, YouTube, And Facebook, Influencers Have Become Key Opinion Leaders Who Can Shape Perceptions, Preferences, And Purchase Decisions. This Study Examines The Impact Of Influencer Marketing On Consumer Buying Behaviour, With A Focus On Indian Millennials, Who Constitute The Largest Consumer Base For Digital Platforms. A Structured Questionnaire Was Administered To 150 Respondents In Coimbatore, Analysing Their Social Media Usage Patterns, Influencer Trust Levels, And Purchase Behaviours. Data Was Analysed Using Percentage Analysis, Chi-square Tests, And ANOVA. The Findings Reveal That While Influencer Marketing Significantly Impacts Purchase Decisions, Factors Such As Authenticity, Trust, And Engagement Are Stronger Drivers Than Follower Count. Instagram And YouTube Emerged As The Most Influential Platforms. However, Affordability And Product Quality Remain Critical For Repeat Purchases. The Study Suggests That Brands Should Prioritize Authentic Collaborations, Transparency, And Relatable Storytelling To Build Sustainable Consumer Trust And Loyalty.

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