An Analytical Study on the Role of Social Media Influencers in Shaping Consumer Behavior: A Case Study of Thodupuzha City

Abstract

In the present digital era, consumers increasingly rely on social media platforms for information, brand comparisons, and purchase guidance. Social media influencers have become major contributors to online marketing ecosystems by creating content that affects consumer attitudes. Platforms like Instagram, YouTube, and Facebook allow influencers to build personal connections with followers, which in turn affects how consumers perceive brand value and product quality. This study investigates the psychological and social factors—such as trustworthiness, attractiveness, expertise, and perceived authenticity—that drive influencer effectiveness in Thodupuzha’s consumer market. It also explores ethical concerns related to paid promotions and transparency. To conduct the study Descriptive and ANOVA test is used. This study seeks to address that gap by examining how the abundance of new digital information sources shapes the decision-making process of consumers, particularly when making complex purchase decisions.

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