How Nano-Influencers Affect Consumer Buying Decisions

Nano-influencers, individuals with small but highly engaged follower bases, have become a powerful force in modern digital marketing. Their relatable content, authenticity, and close interaction with audiences have enabled brands to build stronger trust and influence consumer behavior more effectively than traditional advertising. This research paper aims to study how nano-influencers impact consumer buying decisions, especially among young social media users. The study uses a primary research approach, collecting survey responses through a structured questionnaire to understand perceptions of trust, engagement, authenticity, and purchase intent. The findings indicate that consumers are more influenced by nano-influencers because they appear genuine and unbiased. Their recommendations play a significant role in shaping awareness, preference, and final purchase decisions. The study concludes that nano-influencer marketing is emerging as a cost-effective and impactful strategy for brands seeking deeper consumer connections. The paper also highlights practical insights for marketers, along with limitations and recommendations for future research.