AStudy On Influence Of Social Media, Influencers On Consumer Buying Decisions In Ecommerce

In the modern digital era, social media platforms have transformed from space of social interaction to major drives of consumer behavior. This project focuses on understanding the influence of social media and influencers on consumers buying decisions in the e-commerce sector. The study aims to explore how influencers credibility, authenticity, and engagement affect consumer trust, perception, and purchase intentions. To achieve this, both primary and secondary data were used. Primary data was collected through structured questionnaires and Google Forms, targeting 104 respondents, mainly college students and young professionals, who are active users of social media and e-commerce platforms. Secondary data was gathered form research papers, journals, and online marketing reports. The study also reveals that visual content such as product reviews, unboxings, and reels effectively drives purchase decisions. Overall, the project concluded that influencer marketing has become an integral part of e-commerce success. Brand that collaborate with authentic influencers can build stranger trust, improve brand image, and influence consumer more effectively than traditional advertisements.