Abstract :
Social media influencers have emerged as strategic actors in shaping consumer behaviour and brand marketing in the digital economy. By cultivating large, engaged audiences and sharing authentic, persuasive content, they influence purchasing patterns and brand perceptions. This study investigates the influence of social media influencers on consumer behaviour and brand perception among students at Kannur University’s Dr. Janaki Ammal Campus, Kerala. Primary data were collected from 50 respondents through a structured, pre-tested questionnaire. In addition to descriptive analysis, inferential statistics including chi-square tests, independent samples t-tests, and linear regression were used to examine relationships between influencer engagement and consumer behaviour. Findings reveal that fashion and beauty products are the most frequently purchased categories based on influencer recommendations. Authenticity and perceived expertise emerged as the most significant factors shaping consumer trust. The results underscore the need for brands to collaborate with credible influencers whose values align with their target audience. Practical implications are discussed for marketing strategists and brand managers.
Keyword :
Social media, Influencer marketing, Consumer behaviour, Brand engagement, Digital marketing.