Unveiling the Power of YouTubers: A Study on How Influencers Drive Smartphone Purchases

Mr. Prem M. Rajani

Assistant Professor- H&G.H. Mansukhani Institute of Management

Research Scholar- H.R College of Commerce & Economics, Churchgate (Mumbai)

Abstract:

This study investigates the growing influence of digital recommendations on youth purchasing behaviour, with particular emphasis on smartphone purchases. In the age of digital content consumption, YouTubers have emerged as influential thought leaders who shape the decisions of a young, tech-savvy population. Through an examination of content, engagement patterns, and consumer behaviour, this study interprets the complex role YouTubers play in the smartphone purchase decision-making process. By assessing the degree to which influencer recommendations align with the preferences young consumers ultimately display, the study contributes to the understanding of the interaction between digital influencers and consumer decision-making in the context of mobile technology.

Keywords: YouTube influencers; source credibility; Para social interaction; consumer behaviour; purchase intention; smartphone industry; digital marketing