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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 8

Published on: August 2026

INFLUENCER-DRIVEN CONSUMER DECISION-MAKING: EXAMINING SOCIAL MEDIA EXPOSURE, BRAND AWARENESS AND PURCHASE BEHAVIOUR

Anuradha Sharma Ieshana Anjali Srivastav Shalini Kapur

Department of Commerce, Christ Church College, Kanpur

 
DOI:https://doi.org/10.55041/ijcope.v2i8.128

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

This study investigates how influencer marketing affects consumers' digital purchasing decisions. Through trust, trustworthiness, and content relevancy, social media influencers play a crucial role as middlemen between brands and consumers, influencing brand perceptions and purchasing decisions. The study investigates how demographic characteristics like age and gender influence consumer reactions to influencer marketing using both qualitative and quantitative techniques, including survey analysis. The results indicate that customer behaviour is greatly influenced by the authenticity and relatability of influencers, especially in the fashion, beauty, and lifestyle sectors. They also demonstrate that influencer marketing primarily facilitates well-informed and sensible purchasing decisions. The study also emphasises the significance of clear communication and ethical influencer activities in fostering long-term consumer trust, lowering post-purchase regret, and bolstering enduring brand-consumer connections.

How to Cite this Paper

Sharma, A., Ieshana, , Srivastav, A. & Kapur, S. (2026). Influencer-Driven Consumer Decision-Making: Examining Social Media Exposure, Brand Awareness and Purchase Behaviour. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(8), 1-9. https://doi.org/10.55041/ijcope.v2i8.128

Sharma, Anuradha, et al.. "Influencer-Driven Consumer Decision-Making: Examining Social Media Exposure, Brand Awareness and Purchase Behaviour." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 8, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i8.128.

Sharma, Anuradha, Ieshana,Anjali Srivastav, and Shalini Kapur. "Influencer-Driven Consumer Decision-Making: Examining Social Media Exposure, Brand Awareness and Purchase Behaviour." International Journal of Creative and Open Research in Engineering and Management 02, no. 8 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i8.128.

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Ethical Compliance & Review Process

  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
  • •Authors retain copyright.
  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: Aug 18 2026
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