The Impact of Social Media Influencers on Consumer Behaviour: An Exploratory Study

Abstract

In the rapidly evolving digital landscape social media influencers (SMIs) have emerged as pivotal players in shaping consumer attitudes preferences and purchasing behaviour This exploratory study investigates the extent and nature of this influence with a specific focus on young Indian consumers particularly Generation Z and millennials who are highly active on platforms such as Instagram YouTube and Facebook The research examines critical influencer attributes trust worthiness, credibility, authenticity and their impact on consumer trust brand perception and buying decisions Using a quantitative descriptive research design data was collected from 120 respondents through an online questionnaire The analysis revealed that influencer credibility significantly enhances consumer trust and brand affinity while platform-specific factors influence engagement levels and purchase intent. Notably, micro-influencers, due to their perceived authenticity and relatability, were found to generate stronger consumer engagement compared to macro or celebrity influencers. Furthermore, the findings highlighted a positive correlation between influencer content and impulsive buying behaviour particularly among frequent social media users. This study contributes to the limited empirical literature on influencer marketing in the Indian context offering localized insights that bridge the gap in global discourse. It underscores the need for brands to strategically align with influencers who resonate with their target audience and to consider platform-specific dynamics for optimal impact The results offer actionable recommendations for marketers, including the emphasis on trust-based partnerships, platform optimization, and the cultural relevance of influencer content. Overall, the study affirms that social media influencers play a transformative role in modern consumer behaviour and are a valuable asset in contemporary marketing strategies

Introduction

The rise of social media influencers has significantly transformed consumer behavior, especially among digitally savvy young adults like Gen Z and millennials. Influencers—ranging from celebrities to everyday content creators—shape followers’ opinions and purchasing decisions by fostering trust, authenticity, and a sense of closeness through parasocial relationships. Platforms such as Instagram, YouTube, and Facebook enable direct engagement, making influencer endorsements more impactful than traditional advertising.

This study investigates how influencer traits (trustworthiness, credibility, relatability, authenticity), platform differences, and influencer scale (micro vs. macro) affect consumer attitudes and buying intentions, with a focus on the Indian market—an area underrepresented in existing research. It uses quantitative data from 120 young Indian social media users to analyze these effects.

Key findings include:

• Influencers strongly impact purchase decisions.

• Credibility factors like authenticity and expertise enhance consumer trust.

• Visual platforms (Instagram, YouTube) drive greater engagement and buying intent.

• Micro-influencers tend to generate more trust and engagement than macro-influencers due to higher relatability.

• Influencer content correlates with impulsive buying and product discovery.

Recommendations for brands emphasize collaborating with micro-influencers, selecting appropriate platforms, fostering honest influencer relationships, tailoring content culturally, building long-term partnerships, and continuously tracking campaign outcomes.

Conclusion

This exploratory study sought to investigate the growing impact of social media influencers on consumer behaviour with a particular emphasis on young Indian consumers a demographic increasingly shaping the digital marketplace Through empirical data collected from 120 respondents the study reveals that influencers hold substantial persuasive power in shaping consumers attitudes perceptions and ultimately their purchasing decisions. Key findings demonstrate that influencer attributes such as credibility trustworthiness authenticity significantly influence consumer trust and brand perception These traits not only elevate the influencer’s effectiveness but also foster deeper emotional connections with audiences often resulting in heightened purchase intent and brand loyalty The study also confirms that platform specific dynamics matter considerably visually driven platforms like Instagram and YouTube tend to have a greater influence on consumer engagement and product discovery compared to other formats likely due to their immersive and interactive nature Another notable outcome of this research is the differential impact of micro versus macro-influencers While macro-influencers and celebrities offer broader reach micro-influencers owing to their niche focus and closer engagement with followers are more effective in generating consumer trust and authentic interactions This insight is critical for marketers suggesting a strategic shift toward targeted community based influencer collaborations. The analysis further uncovers that influencer driven content has a strong correlation with impulsive buying behaviour and increased awareness of new products particularly among Gen Z and millennial users who exhibit high levels of social media usage These behavioural patterns reflect a transformation in consumer decision making processes where traditional advertising is often perceived as less credible than peer like recommendations from influencers In conclusion social media influencers have emerged as powerful intermediaries between brands and consumers fundamentally reshaping how trust persuasion and consumption operate in the digital age For both scholars and practitioners, understanding the nuances of this influence is critical to navigating and succeeding in today’s dynamic marketing environment

Copyright

Copyright © 2025 Samarth ND, Dr. Vinay KS. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.