Impact of Social Media Influencers on Consumer Purchase Decisions in the FMCG Sector with Special Reference to Bengaluru

Abstract

In recent years, social media influencers have become a powerful marketing tool for brands in the Fast-Moving Consumer Goods (FMCG) sector. Their ability to build trust, engage audiences, and drive purchase intent has transformed traditional marketing strategies. This study explores how social media influencers affect consumer purchase decisions in the FMCG sector, with a focus on key factors such as influencer credibility, content authenticity, trust, and engagement. The research also identifies consumer perceptions and attitudes towards influencer marketing and its influence on brand preference and buying behaviour. The findings reveal that influencer credibility, perceived expertise, and relatability play a crucial role in shaping consumer purchasing decisions.