Impact of Social Media Influencers on the Buying Behaviour of Students in Guwahati City

View Full Paper

Ask AI

Bookmark

Authors

Discussion

Quantitative analysis finds social media influencers significantly affect buying behaviour in students, suggesting effective marketing potential.

A majority of 91% of students follow social media influencers, highlighting their prominence in youth culture.
More than half reported a likelihood to purchase products promoted by influencers, with 77% engaging with influencer content frequently.
The study employed a quantitative and descriptive approach, collecting data through a structured questionnaire from 91 students.
Results indicate that influencer engagement positively influences purchasing decisions, emphasizing the role of authenticity and expertise.

Kedia et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark

Quantitative analysis finds social media influencers significantly affect buying behaviour in students, suggesting effective marketing potential.