This study explores the influence of social media influencers on consumer purchase behavior, with a specific focus on young adults and women in Hyderabad, India. The primary objective is to examine how different content types, influencer categories, and platforms shape consumer decisions in the digital age. A quantitative research design was employed, using a structured Likert-scale questionnaire administered to 130 respondents.
Findings reveal that individuals aged 18–24 and female consumers (75.6%) are the most susceptible to influencer marketing, with Instagram identified as the dominant platform (79.5%). Beauty, skincare, and fashion content generate the highest engagement rates, while macro-influencers (100K–1M followers) are perceived as the most persuasive. Product reviews (β = 0.321) and testimonials (β = 0.275) significantly drive consumer behavior, whereas tutorials, sponsored posts, and giveaways have limited or even negative influence.
The study further highlights major consumer risks, including exaggerated product claims (0.929), unsafe product promotion (0.912), materialistic overconsumption (0.905), and misleading sponsorships (0.889). These findings underscore the ethical implications of influencer marketing and call for greater transparency, consumer education, and regulatory oversight to ensure responsible promotional practices in the social media landscape.
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- Arul Jothi M (Author), 2024, The Impact of Social Media Influencers on Consumer Purchase Decisions. A Quantitative Study from Hyderabad, Munich, GRIN Verlag, https://www.grin.com/document/1580261
