Influence of Social Media Influencers on Buying Behavior of College Students in Ernakulam District
Authors: N. Subitha , Govindaraj Meena Suguanthi , C. Thiyagarajan 
Published: November 2024

Introduction: This research examines the effect of social media influencers on the purchasing decisions of college students in the Ernakulum district to provide insights into the changing nature of marketing through social media. By exploring the various IM approaches, consumers’ perspectives, and buying behavior, this study establishes social media influencers as key decision-makers among young consumers. Using a quantitative research design, the sample comprised of one hundred college students, and structured questionnaires were used in an assessment of their engagement and reactions to social media influencers in different apps. The research findings indicate that influencers play a very important role in influencing an individual’s purchase decision based on the perceived authenticity, similarity, and credibility influencers portray. Also, a variation in demographic differences such as gender, age, and field of study reveals different emotions among college students meaning that the firm needs to come up with marketing strategies that fit the particular influencer campaigns. Moreover, issues of the ethicality of influencer marketing reveal consumers’ increasing concern about the advertisers’ honesty and genuine cooperation. The study therefore calls for brands to embrace more real and relevant strategic and ethical approaches to marketing in overtime to target and influence college students in the Ernakulum district adequately. In addition, it moves the spotlight to the rise of technology as a means of promoting customer experiences, as well as the urgent need for young consumers to embrace the digital era. By providing useful information on the role of social media influencers in the existing digital marketing landscape, this study can help those working in marketing, politics, and education-systems, and in practice better address the multifaceted outcomes that such endorsers create in the current Internet environment.

Objectives: This research aims to investigate the impact of social media influencers on the purchasing decisions of college students in the Ernakulum district. It seeks to provide insights into how influencer marketing affects young consumers and how various influencer marketing (IM) approaches shape students' buying behaviors. Additionally, the study examines the role of perceived authenticity, similarity, and credibility in influencers' ability to impact purchasing choices.

Methods: The study adopts a quantitative research design, focusing on a sample of one hundred college students from the Ernakulum district. Structured questionnaires were administered to assess students' engagement with social media influencers across various platforms and their responses to influencer content. Data collection focused on demographic factors, engagement levels, and perceptions of influencers’ authenticity, credibility, and similarity to the students.

Results: The findings reveal that social media influencers significantly impact college students' purchasing decisions, with authenticity, similarity, and credibility playing key roles in their effectiveness. The study also finds demographic differences, such as gender, age, and field of study, which lead to varying reactions to influencer content. Additionally, students express ethical concerns regarding influencer marketing, highlighting a growing need for transparency and honesty in influencer-brand partnerships.
Conclusion: The study underscores the need for brands to adopt ethical, strategic influencer marketing approaches that resonate with young consumers in the Ernakulum district. It emphasizes the importance of using authentic, relatable influencers to build trust and effectively target this demographic. Moreover, the research sheds light on the evolving role of technology in enhancing customer experiences, urging young consumers to adapt to the digital age. The insights gained are valuable for professionals in marketing, politics, and education, helping them understand the multifaceted impact of social media influencers in today's digital landscape.