Influence of Influencer-Led Social Commerce on Consumer Purchase Intentions: A Study with Special Reference to Tirupur
Dr. T. Snekalatha1 S. Prathis2 A. Jaisonponraj3
1Professor& Head, Department of Commerce Accounting and Taxation
2&3UG Final Year Students, Department of Commerce Accounting and Taxation
Dr. N. G. P Arts and Science College, Coimbatore
E-mail ID: snekalatha@drngpasc.ac.in, prathissubramani@gmail.com, jaison8483@gmail.com
ABSTRACT
This study explores the impact of influencer-led social commerce on consumer purchase intention in Tirupur. With the rapid growth of social media platforms, influencers have emerged as important opinion leaders who shape consumer perceptions, reduce uncertainty, and provide engaging product-related information. The research adopts a descriptive design and collects primary data through a structured questionnaire administered to 128 respondents. Statistical tools such as descriptive analysis, Likert scale evaluation, Chi-square test, One-Way ANOVA, and Karl Pearson correlation were applied to examine relationships among demographic factors, awareness, and purchase intention. The findings indicate that consumers demonstrate moderate awareness of influencer-led social commerce and generally express satisfaction with product quality and pricing promoted by influencers. However, responses toward influencer-generated content vary based on individual perception and trust levels. The study reveals no significant relationship between age and social proof factors, and no significant difference in product quality perception across educational groups. A weak positive correlation exists between educational qualification and awareness. Overall, the effectiveness of influencer marketing largely depends on credibility, transparency, engagement, and trust-building strategies, which significantly enhance consumer purchase intention in the regional market.
Keywords: Influencer Marketing, Social Commerce, Purchase Intention, Consumer Trust, Influencer Credibility, Social Proof, Digital Engagement.
