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April 6, 2026Open Access

Impact of Social Media Influencers on Consumer Buying Behavior: An Empirical Study

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Authors

VMVanita MaraLRLalita Rawal

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Overview

Empirical study reveals social media influencers shape consumer preferences, indicating vital marketing strategies.

Key Points

  • The study aims to examine how social media influencers impact consumer buying behavior, focusing on factors like trust and credibility.
  • Descriptive research design was utilized.
  • Primary data collected via structured questionnaire from 63 active social media users.
  • Convenience sampling technique employed for participant selection.
  • Percentage analysis and mean score ranking used for data interpretation.
  • Influencers significantly enhance brand awareness and shape consumer preferences.
  • Credibility and authenticity of influencers are crucial for building consumer trust.
  • Influencers influence purchase intentions among consumers.

Cite This Study

Mara et al. (2026) studied this question.

synapsesocial.com/papers/69d34e739c07852e0af98077https://doi.org/10.5281/zenodo.19414173
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