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@article{196954,
        author = {Dr. Aatish I. Patel and Komal D. Patel},
        title = {A STUDY ON INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BUYING BEHAVIOUR OF SURAT CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {4120-4133},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196954},
        abstract = {social media has transformed the way consumers interact with brands, with influencers emerging as powerful drivers of purchase behaviour. This study examined the influence of social media influencers on consumer buying behaviour in Surat city. The primary objective was to explore how influencer attributes such as credibility, attractiveness, content quality, and trustworthiness affect consumers’ perceptions and purchase intentions across different demographic groups. Data were collected from 200 respondents using a structured questionnaire, covering demographic profiles, multiple-choice questions, and Likert-scale items aligned with research objectives. The analysis employed descriptive statistics, frequency and percentage analysis, reliability testing, normality testing, correlation, regression, and ANOVA to validate relationships and hypotheses.
Findings revealed that Instagram and YouTube are the most preferred platforms for influencer content, with fashion and beauty products being most influenced. Consumers showed high trust in influencer recommendations, often preferring them over traditional advertisements. Credibility, honesty, and content quality were identified as key factors driving purchase decisions. Demographic factors, including age, occupation, and income, significantly affected the influence of social media marketing on consumer behaviour. Students and young professionals responded more strongly to influencer marketing than older or business-oriented respondents.
The study concluded that influencer marketing is highly effective in shaping buying behaviour, particularly among young urban consumers in Surat city. Brands should focus on collaborating with credible, authentic, and regionally relevant influencers, producing high-quality content, and considering demographic variations for targeted marketing. These strategies can enhance consumer engagement, trust, and brand loyalty. This research provides practical insights for marketers seeking to leverage influencer marketing and contributes to the academic understanding of digital consumer behaviour in Indian urban contexts.},
        keywords = {Social Media Influencers, Consumer Buying Behaviour, Purchase Intention, Credibility, Surat City},
        month = {April},
        }