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Digital transformation has tremendously changed the life style of the people in recent years. In today?s life Social Media become useful tool using by the consumer in buying decisions. Fast Growth and acceptability of social media platform has plays a big role in consumer purchase decision. In current scenario youngsters are called innovator because they adopt any innovation or changes first. So that social media marketers mainly focusing on youngsters. Due to ease of use, the young generations are using the social media for various uses especially for purchasing goods and services. The present study has been undertaken to analyze how young digital customers perceive social media Influencers and whether they affect their purchasing intentions and buying decisions. For this purpose, primary data was collected from 150 respondents. Data was tabulated and analyzed with the help of statistical tools to achieve the objectives of study.
N. Rameshkumar (Tue,) studied this question.