The Impact of Social Media Influencers on Consumer Purchasing Decisions

Abstract

The emergence of digital media has significantly reshaped traditional marketing channels, paving the way for influencer marketing—a strategy where individuals with a substantial online following shape consumer behavior through content creation and personal brand endorsements. This study seeks to examine the influence of social media influencers on consumer purchasing decisions, focusing on how influencer attributes, platform choices, and content engagement foster consumer trust and impact buying behavior.

The research adopted a descriptive design and was based on primary data collected via structured questionnaires from 50 respondents. The majority of participants were aged between 18 and 30, a demographic known for high digital engagement and frequent use of social media platforms. Data collection was carried out through both online means—using Google Forms—and offline, within the Galgotias University campus. Findings reveal that all respondents follow influencers, with Instagram and YouTube emerging as the most favored platforms. Key influencer characteristics that contribute to building consumer trust include relatability (34%), niche expertise (32%), and authenticity in opinions (22%).

The research highlights a significant link between influencer endorsements and consumer purchasing decisions, with 96% of participants acknowledging they had bought a product based on an influencer’s recommendation. The most affected product categories include technology/gadgets, beauty and skincare, and fashion and apparel. Although influencers significantly shape consumer opinions, the findings show that buyers still perform basic credibility checks before completing their purchases—indicating a mix of trust and careful evaluation.

These insights are especially valuable for marketers, advertising professionals, and brand strategists looking to develop impactful influencer marketing campaigns. By aligning with consumer interests, understanding trust drivers, and leveraging platform-specific behaviors, businesses can create strategies that not only grab attention but also lead to actual sales. The study underscores the importance of maintaining authenticity, being transparent, and fostering long- term relationships to ensure the ongoing success of influencer-driven marketing efforts. It also acknowledges limitations such as a restricted sample size and geographic scope, and suggests future research across a wider range of demographics and sectors to gain a more comprehensive view of this rapidly evolving marketing approach.