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VOL. 11, ISSUE 11 (2025)
An impact of influencer marketing in shaping buying decision of youth with special reference to Coimbatore City
Authors
Keerthana S, Dr. S V Anitha
Abstract
The study explores the impact of influencer marketing on consumer purchase decisions,
with a specific focus on Coimbatore, Tamil Nadu. It highlights the factors such
as authenticity, trust, and information that shape consumer behaviour in the
context of influencer marketing. The research delves into key elements,
including platform choice, demographic influences, and the types of influencer
analytical tools such as Chi-Square test, used to examine the relationship
between respondents’ demographic factors gender and their perception of
trustworthiness of influencer marketing were employed to interpret the data
collected from a sample size of 52 respondents. The findings contribute valuable
insights how demographic characteristics influence consumer trust in influencer
marketing and their purchasing decisions.
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Pages:45-47
How to cite this article:
Keerthana S, Dr. S V Anitha "An impact of influencer marketing in shaping buying decision of youth with special reference to Coimbatore City". International Journal of Commerce and Management Research, Vol 11, Issue 11, 2025, Pages 45-47
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