author(s)
S Sankar and Shree R

abstract
Influencers on YouTube have become important voices in influencing consumer behaviour, using their wide audience to sway purchasing decisions. This study investigates how they affect consumer perceptions, buying intentions, and the significance of transparency and authenticity in influencer marketing. Using a standardized questionnaire and a sample size of 72 respondents, the study aims to determine how YouTube influencers impact consumer choices. Simple random selection guarantees a cross-section of the population that is representative. Descriptive statistics and regression analysis were used to examine the data, with an emphasis on how age predicted attitudes toward influencer marketing. The impact of YouTube content was measured with the use of instruments such as ranking questions, multiple-choice, and Likert scales. The report contends that in influencer-consumer connections, sincerity and trust are essential. Influencers who exhibit transparency should work with brands to increase consumer trust and boost marketing efficacy. Because of their relatability and genuineness, YouTube influencers have a big impact on how customers think and what they buy. Businesses can more effectively use influencer marketing to increase sales and foster customer loyalty by being aware of these dynamics.