A Study On Impact of Social Media Influencers (SMI) on Buying Behavior of Consumers

Author(s)	Dr. Sunitha Singam, Dr. Yugandhar Ch.
Country	India
Abstract	In today's digital era, Social Media Influencers (SMIs) have emerged as pivotal figures in moulding user behavior and fostering social interactions. With substantial followings on platforms such as Instagram, YouTube, Facebook, and Twitter, these influencers hold the power to sway opinions, dictate trends, and influence consumer behavior on a worldwide scale. The study focuses on the impact of these influencers on buying behaviour of the select consumers. The paper analyses the inputs collected from various sources that include respondents of all ages who are influenced by the social media influencers. The study takes up to address the various aspects of social media and its influencers who take up the responsibility of branding and promoting the products. The research article concludes as to which social media platform has more impact and how exactly the consumers are influenced by these social media influencers.
Keywords	Social media, influencers, consumer behavior, digital marketing, trust, engagement, branding, promotion
Field	Sociology > Philosophy / Psychology / Religion
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-04
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.46770
Short DOI	https://doi.org/g9m7j9

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