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@article{189663,
        author = {Mr.S.Praveen},
        title = {Impact of Social Media Influencers on Consumer Purchase Decisions},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {7222-7224},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189663},
        abstract = {The rapid growth of social media platforms has transformed the marketing landscape, giving rise to social media influencers as powerful intermediaries between brands and consumers. Influencers leverage their credibility, expertise, and social relationships to shape consumer attitudes and behaviours. This study examines the impact of social media influencers on consumer purchase decisions, focusing on key factors such as influencer credibility, trustworthiness, attractiveness, and content authenticity. Using a descriptive and analytical research design, data were collected from 300 social media users through a structured questionnaire. Statistical tools such as correlation and regression analysis were employed to test the proposed hypotheses. The findings reveal a significant positive relationship between influencer characteristics and consumer purchase decisions, with trust and perceived authenticity emerging as the strongest predictors. The study offers valuable insights for marketers, brand managers, and researchers, and aligns with UGC-CARE journal standards by contributing empirical evidence to the growing body of marketing literature.},
        keywords = {Social Media Marketing, Influencers, Consumer Behaviour, Purchase Decision, Digital Marketing},
        month = {December},
        }