International Journal of
Advanced Multidisciplinary Application

Volume 3, Issue 11

• Author(s)Dr. Gayathri S Nair
• AffiliationAssistant Professor, PG Department of Commerce, All Saints’ College, Thiruvananthapuram, Kerala, India,
• Page No.122-127
• Volume, Issue & YearVolume 3 Issue 11,Nov-2026
• Published On14/11/2026
• JournalInternational Journal of Advanced Multidisciplinary Application (IJAMA)
• ISSN No.3048-9350

Abstract

The emergence of influencer marketing, a tactical strategy that uses content creators' perceived relatability, reach, and authenticity to influence customer behaviour, lies at the heart of this change. The objectives of the study include examine the effectiveness of influencer marketing in shaping purchase decision, investigate the psychological factors that lead consumers to adopt the lifestyle and consumption habits of influencers and analyze the level of consumer awareness regarding the commercial nature of influencer marketing. The study includes a sample of 100 respondents representing social media users who follow influencers and are potential consumers in Thiruvananthapuram district. Because of high perceived relatability and authenticity, creators are far more persuasive than traditional advertisements, according to the majority of respondents. Because social proof reduces the perceived risk of trying something new, this trust directly translates into sales. Customers' adoption of influencer lifestyles has been found to be significantly correlated with psychological factors like FOMO, lifestyle comparison, social belonging, and personal connection. The strongest psychological motivator was found to be FOMO, which created a sense of urgency and prompted quick purchases. In terms of consumer awareness, a sizable portion of respondents still think influencers conceal paid promotions, despite the fact that the vast majority of respondents are aware of the commercial agreements behind influencer content.

Keywords: Influencer marketing, purchase decision, commercial awareness.

References

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3. 3. Jhawar, A., Verma, P., & Sharma, S. (2023). Activating persuasion knowledge: The role of sponsorship disclosures in Indian influencer marketing. Asia-Pacific Journal of Business Administration, 15(4), 512–531.
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