Authors - Jitesh Kriplani, Michael Savariapitchai, Vijeyandra Shahu, Deepak Sharma, Chetan Parlikar Abstract - The present investigation discusses the influence of social media in fluencers on the choices made by consumers and their buying behavior, espe cially in connection with important personality traits of the influencer, such as emotional engagement, authenticity, and reliability. The scientists conducted a well-organized survey questionnaire that collected primary information from 360 respondents in the Wardha District. Using Spearman's rank correlations re sults indicated strong, positive and statistically significant relationships between influencer behaviors and consumer purchase behaviors indicating that influenc ers have a significant impact on consuming behaviors of consumers. The results of a one-way ANOVA found that perceptions of influencer credibility (includ ing honesty and sponsorship disclosure), as well as perceptions of emotional engagement and authenticity, were significantly different depending on the fre quency of social media use by the participant. The demographic analysis also examined differences in consumer reactions depending on age, gender, and in come, finding no significant difference across age groups, but significant differ ences related to income and gender. The study concludes that consumer en gagement increases with more frequent social media use and influencer effec tiveness is significantly related to the authenticity, transparency, and credibility of the communication. Findings highlighted the need for focused influencer marketing content based on demographics providing empirical evidence of in fluencer marketing on consumer behavior.
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