An Analytical Study on the Effect of Influencer Marketing on Young Consumer’s Buying Behavior

Abstract

Influencer marketing has become one of the most powerful tools in digital advertising. Young consumers today rely more on social media influencers than traditional celebrities when making purchase decisions. The study is based entirely on secondary sources of data such as research papers, journals, reports, articles, websites, and published surveys related to influencer marketing and consumer behavior. The analytical approach is used to understand how credibility, trust, content quality, and social media engagement influence the purchasing decisions of young consumers. The study examines the psychological impact of influencers on brand awareness, brand loyalty, and impulse buying behavior among youth. The findings from the reviewed literature indicate that influencer marketing has a major impact on young consumers’ buying behavior. Influencers who are perceived as trustworthy, knowledgeable, and relatable have a stronger influence on purchase decisions. Social media platforms provide influencers with direct interaction with consumers, which increases brand visibility and consumer confidence. The study also states that young consumers are more likely to purchase products recommended by influencers compared to traditional advertisements, as influencer content appears more authentic and engaging. This study aims to analyze how credibility, content authenticity, and engagement style affect young consumer’s buying behavior and brand trust. The paper provides valuable insights for marketers, businesses, and researchers to understand the growing importance of influencer marketing in modern consumer decision-making. Since the study is based on secondary data, it also highlights the need for future primary research to further validate the findings.