Research Article
A Study on The Impact of Social Media Influencers on Consumer Purchasing Behaviour Covering Geographical Regions of Tamil Nadu
@INPROCEEDINGS{10.4108/eai.28-4-2025.2357791, author={M S Kamalaveni and R Sowmiya and S Logeswaran and R. Sruthi and S. Kartheeswaran and R. K. Ragavi Chandanas}, title={A Study on The Impact of Social Media Influencers on Consumer Purchasing Behaviour Covering Geographical Regions of Tamil Nadu}, proceedings={Proceedings of the 4th International Conference on Information Technology, Civil Innovation, Science, and Management, ICITSM 2025, 28-29 April 2025, Tiruchengode, Tamil Nadu, India, Part I}, publisher={EAI}, proceedings_a={ICITSM PART I}, year={2025}, month={10}, keywords={technology authenticity brand recognition digital marketing marketing strategy social media influencers}, doi={10.4108/eai.28-4-2025.2357791} }- M S Kamalaveni
R Sowmiya
S Logeswaran
R. Sruthi
S. Kartheeswaran
R. K. Ragavi Chandanas
Year: 2025
A Study on The Impact of Social Media Influencers on Consumer Purchasing Behaviour Covering Geographical Regions of Tamil Nadu
ICITSM PART I
EAI
DOI: 10.4108/eai.28-4-2025.2357791
Abstract
The research evaluates the intensifying power of social media influencers regarding their impact on purchasing choices of digital consumers. Such social media platforms as Instagram and YouTube have produced influencers who function as influential marketing intermediaries that control consumer opinion development. The research examines the major elements of trust, credibility and content quality together with audience involvement that establish influencer marketing success rates. Survey results combined with literature review findings show that consumers mainly influenced by influencers who present authenticity and relatable characteristics especially among younger individuals. Influencer marketing drives brand recognition, sparks interest in products and causes consumers to intend purchasing through meaningful emotional or dreamlike relationships with content creators. The paper concludes its discussion by underscoring marketing strategies including marketers to select influencers who match their brand values as well as audience attributes for maximizing campaign effectiveness.
