Abstract: This study explores the growing influence of social media influencer marketing on the purchase decisions of youth. Digital platforms becoming an integral part of daily life, particularly among younger demographics, brands have increasingly turned to influencers to promote products and services. The research investigates how influencer content shapes consumer behaviour, with a particular focus on youth in Thiruvananthapuram. A quantitative research approach was employed, gathering primary data from 105 youth across five prominent institutions using structured questionnaire. The study analysed youth’s social media habits, trust levels in influencer recommendations, purchasing behaviours, and the product categories most impacted by influencer endorsements.
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