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@article{171733,
        author = {Dhruv Bajpai and Dr. Prakash Mishra},
        title = {The Role of Social Media Influencers in Shaping Consumer Purchasing Behavior: Evidence from India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {8},
        pages = {881-885},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=171733},
        abstract = {The rise of social media influencers has significantly transformed consumer purchasing behavior, particularly in the context of emerging markets like India. This study investigates the role of social media influencers in shaping consumer decisions, focusing on their impact on brand perception, product awareness, and purchase intentions. Using a mixed-methods approach, data was collected through surveys and interviews from a diverse sample of Indian consumers across different demographics. The findings reveal that influencers hold considerable sway over purchasing decisions, especially among younger consumers, with trust and relatability emerging as key factors in this influence. Furthermore, the study identifies a strong correlation between influencer endorsements and increased brand visibility, leading to higher consumer engagement and conversion rates. The paper concludes by discussing the implications for marketers and brands, suggesting strategies for effectively leveraging influencer partnerships to drive consumer behavior. This research contributes to the growing body of literature on digital marketing and offers practical insights for businesses aiming to capitalize on the influence of social media in the Indian market.},
        keywords = {Social Media Influencers, buying decision, marketing strategy, digital marketing, consumer behavior.},
        month = {January},
        }