International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Impact of Social Media Influencers on the Society

Author(s) Ms. Prisha Goel, Mr. Priyonkon Chatterjee
Country India
Abstract This research investigates how social media influencers impact the actions of users, particularly in promoting behaviors such as making donations, participating in events, or offering support. The study uses a quantitative survey method, targeting social media users aged 14 and above living in Kolkata. A total of 114 participants were selected using convenience sampling, and data was collected through a structured questionnaire featuring scale-based questions to assess both behavioral responses and opinions regarding influencers. The questionnaire was organized into three sections: basic demographic details, actions influenced by influencer posts, and perceptions of influencers’ roles in society. The gathered data was analyzed using descriptive statistics to highlight trends, while correlation and regression analysis were applied to explore relationships and predict behavioral outcomes based on variables like platform usage and user perception. The results indicate that influencers play a noticeable role in shaping user behavior, with meaningful connections observed between how users perceive influencers and whether they take action in response to their content. This study provides valuable insights into the dynamics of digital influence, offering practical implications for marketers, non-profit organizations, and researchers interested in how online personalities affect real-world decisions.
Keywords Consumer Behaviour, Social Media Influence, Commodity Market
Field Sociology > Economics
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-30
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.49549
Short DOI https://doi.org/g9r7wd
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