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@article{178979,
        author = {Mounica M and Dr.B.Adhinarayanan and Vandana C H and Anusha K S},
        title = {Rise of Influencer Marketing: Social Media Impact on Consumer Buying Behaviour in Bangalore},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {12},
        pages = {6856-6861},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=178979},
        abstract = {Being a major tech and commercial hub Bengaluru, offers a unique market where influencer marketing has a significant impact on consumer behaviour. The study focuses on evaluating the influence of social media platforms and analysing the impact of social media influencers on consumer purchasing behaviour in Bengaluru. The study employed a mixed-methods approach. Data was collected through an online survey targeting individuals across different age groups, professions, and social media usage patterns. The questionnaire included quantitative and qualitative questions to gauge consumer preferences, trust levels, and frequency of purchases influenced by social media. Statistical tools were used to analyse the data and identify key trends. The findings reveal that Instagram is the most influential platform, followed by YouTube and Facebook. Influencers specializing in fashion, beauty, electronics, and food have the highest impact on purchase decisions. The study also highlights that transparency, product reviews, and influencer-audience interactions significantly affect consumer trust and purchase intent. Influencer marketing is a powerful tool in shaping consumer behaviour and purchase decisions. The findings suggest that micro and macro-influencers provide better engagement and conversion rates compared to celebrity influencers. Understanding these dynamics can help brands optimize their marketing strategies for better consumer outreach and sales growth.},
        keywords = {Influencer Marketing, Consumer Behaviour, Social Media, Purchase Decisions, Digital Marketing.},
        month = {May},
        }