The Impact of Social Media Influencers on Consumer Perceptions and Purchase Behaviour: An Empirical Study in Kottayam District

Abstract

This research investigates the evolving landscape of influencer marketing and its impact on consumer behaviour, focusing specifically on the Kottayam district. Through a mixed-methods approach combining a survey of 102 respondents and comprehensive literature analysis, the study examines awareness levels, platform preferences, and factors affecting consumer trust in influencer marketing. Recent studies indicate that influencer marketing has become a cornerstone of digital marketing strategies (Woodroof et al., 2020; Smith, 2024). The findings reveal universal awareness of social media influencers among respondents, with Instagram emerging as the dominant platform (79.4%). The study demonstrates significant impact on purchase decisions, particularly in beauty and fashion sectors, with high satisfaction rates among consumers who purchased influencer-recommended products. This research contributes to the growing body of knowledge on digital marketing strategies and provides practical implications for businesses leveraging influencer marketing.