INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON PURCHASE DECISIONS OF COLLEGE STUDENTS IN KERALA: AN EMPIRICAL STUDY

Abstract

Social media has become an integral component of modern communication and marketing strategies. Among the fastest growing promotional techniques, influencer marketing has emerged as a powerful approach for shaping consumer attitudes and purchase decisions. Influencers possess the ability to persuade digital audiences through authenticity, credibility, expertise and personal connection. This study analyses the influence of social media influencers on purchase decisions of college students in Kerala. Primary data was collected from 200 respondents through a structured questionnaire. Tools such as percentage analysis, mean score analysis and correlation were applied. The results reveal that trust, credibility, content attractiveness and authenticity significantly influence purchase decisions, particularly for fashion, cosmetics, electronic gadgets and food-related products. The study concludes that influencer marketing strongly affects youth buying behaviour and suggests ethical regulations and awareness to ensure responsible consumption.