A Study on Impact of Social Media Influencer Marketing on Buying Behaviour of Consumer

ABSTRACT: The increasing use of social media platforms has transformed traditional marketing approaches, leading to the rapid growth of social media influencer marketing. Influencer marketing leverages the credibility, authenticity, and engagement of social media personalities to influence consumer attitudes and purchasing decisions. This study examines the impact of social media influencer marketing on consumer buying behavior in the Indian context, with specific focus on influencer trustworthiness, expertise, authenticity, and brand influencer alignment. The research adopts a descriptive and quantitative research design. Primary data were collected through a structured questionnaire administered to a sample of 30 - 50 active social media users within the young age group. Secondary data were obtained from academic journals, industry reports, and relevant digital marketing literature. The study is supported by theoretical frameworks such as Source Credibility Theory and the Elaboration Likelihood Model (ELM), which explain the persuasive role of influencers in shaping consumer behavior. The findings reveal a significant positive relationship between influencer marketing and consumer purchase intention. Respondents showed higher trust and buying inclination toward products promoted by influencers perceived as honest, relatable, and knowledgeable. The study also highlights that micro and nano influencers generate stronger engagement and credibility among consumers. The research concludes that social media influencer marketing is an effective strategic tool for building consumer trust, enhancing brand awareness, and influencing purchase decisions in the digital marketplace. The research offers practical insights for marketers in selecting suitable influencers, designing ethical campaigns, and optimizing digital marketing strategies. It also contributes academically by bridging traditional consumer behavior theories with emerging influencer- driven marketing practices in India’s evolving digital ecosystem. Keywords: Social Media Influencer Marketing, Consumer Buying Behavior, Influencer Credibility, Purchase Intention, Consumer Trust, Digital Marketing, Brand Engagement.