📄 Abstract
Influencer marketing has become a significant digital marketing strategy that influences consumer purchasing behaviour, especially in the smartphone industry. With the increasing use of social media platforms such as YouTube, Instagram, and Facebook, consumers rely on influencers for product reviews, recommendations, and feature explanations before making purchase decisions. This study examines the impact of influencer marketing on consumers buying decisions toward smartphones by analyzing factors such as influencer credibility, trust, content quality, and engagement level. Primary data were collected through a structured questionnaire from smartphone users belonging to different demographic backgrounds, and statistical tools were used for analysis. The findings reveal that influencer marketing plays an important role in creating awareness, shaping consumer perception, and increasing purchase intention. The study concludes that authentic and informative influencer content significantly affects consumer decision-making and encourages smartphone brands to adopt influencer-based promotional strategies to reach modern digital consumers effectively.
🏷️ Keywords
📚 How to Cite:
Dr.J.Lilly, Jagadeeshwaran.V , IMPACT OF INFLUENCER MARKETING ON THE BUYING DECISIONS OF CONSUMERS TOWARD SMARTPHONES , Volume 12 , Issue 3, March 2026, EPRA International Journal of Multidisciplinary Research (IJMR) ,