THE ROLE OF INFLUENCER MARKETING IN SHAPING CONSUMER PURCHASE DECISIONS IN COIMBATORE

Abstract: This study examines the role of influencer marketing in shaping consumer purchase decisions in Coimbatore. Using a descriptive survey of 106 respondents, the research analyses how influencer credibility, content authenticity, and social media engagement influence consumer behaviour. The study employs statistical tools such as percentage analysis, Chi-Square testing, and rank analysis to evaluate relationships between variables and consumer responses. Findings indicate that influencer marketing significantly increases brand awareness and product visibility, particularly among the 18-25 age group. Social media platforms such as Instagram and YouTube emerge as the most influential channels for promotional content. While 66.67% of respondents have made at least one purchase influenced by social media influencers, factors such as price sensitivity and moderate levels of trust limit the direct conversion impact. The results also reveal statistically significant associations between age group, time spent on social media, and purchase behaviour, highlighting the growing importance of influencer-driven marketing strategies in modern consumer markets.

Keywords: Influencer Marketing, Consumer Purchase Decisions, Social Media, Brand Awareness, Coimbatore.