Abstract

Influencer marketing is emerging as a major influencer of consumer behavior in India’s burgeoning digital economy. The results of this study show that the positive effects of celebrity influencers and message participation on the association between brand attitude and online purchase intention suggest the effectiveness of celebrity endorsement as a marketing tool to influence consumer attitudes. Youngest consumers, who get much of their information from social media, are most enthusiastic, with higher brand favorability and stronger purchase intent after seeing influencer content. Influencers’ reputations and relatability strengthen this, a clear departure from traditional advertising. The findings underscore the strategic importance for marketers to connect with the youth segment through tailor-made influencer programs that build trust and an emotional connection. In emerging market economies like India, influencer marketing is an important tool for increasing brand exposure, shifting perceptions, and encouraging online buying. These learnings could help brands to build more impactful digital strategies in parallel with developing regions.