Authors: Assistant Professor Mr.C. Thamizhanban, Sivasurya.M, Mohammed Afreedi I
Abstract: Social media’s explosive growth has changed how consumers behave, and influencers are now key players in determining what people buy. This study examines how social media influencers affect consumers’ purchasing decisions, concentrating on the connection between influencer exposure, engagement, and purchase intentions. Drawing upon a sample of 150 respondents, the research employs both descriptive and inferential statistical methods, including percentile analysis, chi-square tests, and ANOVA, to examine patterns of influence across different levels of exposure. The literature review summarizes 15 pertinent studies and emphasizes how consumer trust and purchase intention are greatly impacted by influencer authenticity, credibility, and content relevance. The chi-square analysis reveals a positive, though not statistically significant, association between exposure level and purchase decision, suggesting a trend where higher exposure correlates with increased likelihood of purchase. ANOVA results indicate significant differences in consumer engagement scores across low, medium, and high exposure groups, demonstrating that engagement intensifies with greater influencer visibility. The results highlight the complex role influencers play in influencing consumer attitudes and choices, especially among demographics that use the internet frequently. Implications for marketers include strategically leveraging influencer partnerships to enhance brand visibility, trust, and conversion rates. Overall, the study contributes to the understanding of digital influence in contemporary marketing, highlighting that while exposure alone may not guarantee purchase, the combination of credibility, engagement, and relevance substantially drives consumer decision-making in social media contexts. Future research could explore cross-platform comparisons and the moderating effects of demographic variables on influencer impact.
