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Research Paper | Management | Volume 15 Issue 4, April 2026 | Pages: 1917 - 1921 | India
Attitude - Behaviour Pathways in Influencer Marketing: Evidence from Urban India
Abstract: The rapid development of social media platforms has changed how consumers evaluate products, form brand preferences, and making purchase decisions. This study examines the impact of social media influencers (SMIs) on the online apparel purchase behaviour of urban women in Tamil Nadu. Data were collected from 382 respondents using a structured questionnaire through purposive and convenience sampling. The study employed statistical analysis using SPSS. The results reveal that influencer related constructs exhibit strong reliability and unidimensional. Chi-square analysis demonstrated significant associations between demographic variables, influencer following behaviour, and purchase decisions. Binary logistic regression identified influencer credibility and brand influencer alignment as key predictors of online purchase decisions. Ordinal logistic regression further confirmed that trust in influencers is the strongest determinant of brand preference, whereas time spent on social media does not significantly influence brand outcomes. The findings show that content driven attributes of influencers like trust, credibility, and brand relevance are more influential than exposure driven factors such as browsing time. The study delivers actionable insights for apparel brands, marketers, and strategy makers aiming to enhance influencer led campaigns.
Keywords: Social Media Influencers, Online Purchase Behaviour, Apparel Market, Consumer Trust, Brand preference, South India
How to Cite?: A Sabarirajan, V Jayalakshmi, "Attitude - Behaviour Pathways in Influencer Marketing: Evidence from Urban India", Volume 15 Issue 4, April 2026, International Journal of Science and Research (IJSR), Pages: 1917-1921, https://www.ijsr.net/getabstract.php?paperid=SR26428135142, DOI: https://dx.dx.doi.org/10.21275/SR26428135142