A Study on Impact of Social Media Influencers on Indian Society with Special Reference to Bhopal City

Rukhsar Qureshi
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Rukhsar Qureshi: Assistant Professor, Career College Bhopal

International Journal of Research and Innovation in Applied Science, 2025, vol. 10, issue 7, 1105-1113

Abstract: Indian society has been deeply influenced by the rise of social media influencers. These individuals have shaped public opinion, cultural trends, and consumer behavior. This study gathers data from 30 respondents who use different social media platforms to explore how social media personalities affect various aspects of Indian society. The findings reveal that influencers have a strong impact on lifestyle choices, buying decisions, and even sociopolitical views. Respondents say that endorsements from influencers significantly sway their purchasing decisions, particularly in the tech, fashion, and beauty sectors. “Although issues of authenticity and misinformation profoundly persist, influencers also contribute to the dissemination of information and elevating the visibility of certain socio cultural issues. The study illustrates the bifocal nature of influencer culture—the promise of brand engagement and the myriad challenges with trust and ethical practice. The lessons from the findings are in instituting responsible digital influence and to require regulations on cautionary transparency, and authenticity, and establish influencer-agency/digital chaperone relationships.â€

Date: 2025
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