A Study on Impact of Social Media Influencers on Consume Purchasing Decision in Myntra with Special Reference to Coimbatore District

In the modern digital era, social media has become one of the most influential platforms for communication, marketing, and consumer engagement. Businesses are increasingly using social media platforms such as Instagram, YouTube, and Facebook to promote their products and services through influencers. Social media influencers are individuals who have built a strong follower base and can affect the opinions and purchasing decisions of their audience through reviews, recommendations, and product demonstrations. Influencer marketing has become particularly significant in the fashion e-commerce industry, where consumers rely on influencers for style inspiration, product awareness, and brand trust. With the rapid growth of online shopping platforms like Myntra, influencer marketing has emerged as an effective promotional strategy to reach young and digitally active consumers. Influencers help brands create authentic connections with consumers by sharing personal experiences, fashion tips, and product reviews. These activities enhance consumer awareness, increase brand credibility, and motivate consumers to explore and purchase products online. In cities like Coimbatore, where social media usage is steadily increasing, influencers play a vital role in shaping the purchasing behaviour of fashion-conscious consumers.