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@article{180721,
        author = {Anjali Kumari},
        title = {THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASING DECISIONS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {2327-2332},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=180721},
        abstract = {Social media influencers (SMIs) have transformed marketing by shaping consumer buying behaviour through trusted, relatable content. This study examines how influencer traits like trust and authenticity affect purchases across demographics.
Key Points:
•	Social media enables direct brand-consumer interaction, with influencers seen as more credible than traditional ads.
•	The study used surveys and interviews with 400 users (ages 18–45) on Instagram, YouTube, and TikTok, analysing trust, engagement, and buying habits.
Findings:
•	Trust and authenticity strongly boost purchase intent.
•	Micro-influencers (10k–100k followers) are more effective than macro-influencers due to greater relatability.
•	Influencers impact fashion, beauty, fitness, and lifestyle most; less so in tech or finance.
•	Transparent, honest sponsored content maintains trust; overly commercial posts reduce it.
•	Younger consumers and women are more influenced, with gender differences in content preferences.
Conclusion: Influencer marketing works best when trust, expertise, and authenticity align with brand values, especially through micro-influencers. Marketers should focus on genuine content and adapt continuously to evolving trends.},
        keywords = {Social Media Influencers (SMIs), Consumer Behaviour, Influencer Marketing, Trust and Authenticity, Micro-Influencer, Purchase Decisions, Social Media Platforms (Instagram, YouTube, TikTok), Consumer Engagement, Demographic Differences Content Transparency},
        month = {June},
        }