📄 Abstract
In the digital era, social media influencers (SMIs) have emerged as powerful figures capable of shaping consumer behavior and purchase intentions. This study explores the relationship between influencer characteristics?such as credibility, attractiveness, expertise, and trustworthiness?and consumer purchase intentions. Through a quantitative survey of active social media users, the research identifies key factors that mediate and moderate this relationship, including brand fit, perceived authenticity, and follower engagement. The findings reveal that consumers are more likely to purchase products endorsed by influencers they perceive as relatable and trustworthy. The study offers insights for marketers on optimizing influencer partnerships to enhance brand awareness and drive sales, highlighting the growing significance of influencer marketing strategies in consumer decision-making processes.
🏷️ Keywords
📚 How to Cite:
Ms. Jaishuruthi B, Dr. R. Balaji Vignesh, Mr.T.Sivagnana Selvakumar , A STUDY ON SOCIAL MEDIA INFLUENCER AND CONSUMER PURCHASE INTENTION , Volume 12 , Issue 5, may 2025, EPRA International Journal of Economics, Business and Management Studies (EBMS) ,