Authors: Assistant Professor Ms. R. Nandhini, Mr. Paneer Selvam. P
Abstract: Social media has emerged as a powerful platform for communication, promotion, and brand engagement in the modern digital era. Among the various digital marketing tools, social media influencers play a significant role in shaping consumer perceptions and purchase behaviour. This study focuses on analysing the impact of social media influencers on consumer purchase decisions with special reference to Coimbatore city. The research examines factors such as influencer credibility, trustworthiness, authenticity, content quality, and follower engagement that influence consumers while making purchasing decisions. The study also explores how consumers in Coimbatore respond to product recommendations shared by influencers across platforms such as Instagram, YouTube, and Facebook. The findings of earlier studies show that influencers can strongly affect purchase intention, especially when audiences perceive them as authentic and relatable. The study suggests that businesses can use influencer marketing more effectively by selecting the right influencers and maintaining genuine brand communication.
