International Journal of Agriculture Extension and Social Development

Aim: The purpose of this study is to find the consumer awareness & satisfaction level, the consumer engagement with influencer & influencer promoting brands and the purchasing behavior of consumers.

Methodology: The sampling technique used is purposive sampling. Data was collected from consumers who took note on influencers to purchase the products through online platform. The study was conducted with all various age of consumers. A total sample of 55 respondents, were taken for the study. Tools used for analysis were percentage analysis and Henry Garett’s ranking technique.

Findings: Most of the respondents were female and under graduates and they were ardent users of internet. The purchase frequency is rare. Gifts and books were major products bought through the online platform. The consumer purchase product through the promotion of influencers and most used platform by consumers are instagram & youtube. Consumer online purchase decision was highly influenced by micro influencers.