Current Volume 9
Abstract
Social media influencers have become powerful cultural intermediaries who shape fashion preferences, style adoption, and purchasing patterns among urban consumers. In a rapidly digitalizing region like Delhi NCR, their impact is particularly visible across apparel, beauty, and lifestyle segments. This review paper analyses existing research to understand how influencer-generated content affects consumer behaviour, with a specific emphasis on fashion-conscious audiences. Key themes explored include influencer credibility, aesthetic communication, authenticity cues, and the role of visual storytelling in inspiring trend adoption. The review also examines how factors such as follower engagement, brand–influencer alignment, and local cultural sensibilities influence purchase intentions within Delhi NCR’s diverse consumer base. Findings indicate that influencers act as trendsetters who not only shape style aspirations but also bridge the gap between luxury and accessible fashion through relatable digital narratives. At the same time, issues like over-commercialization, transparency of sponsored posts, and reduced trust pose emerging challenges. This paper concludes by identifying research gaps and recommending future directions for studying fashion-driven digital consumer behaviour in metropolitan Indian contexts.
Keywords
Social media influencers, consumer behaviour, Delhi-NCR, Instagram, purchase intention, parasocial relationship, influencer marketing, Young Women’s.
Citations
IRE Journals:
Divya Devshree, Dr. Sushila Hooda "Consumer Behaviour Influenced by Social Media Influencers in Delhi NCR Region" Iconic Research And Engineering Journals Volume 9 Issue 11 2026 Page 2121-2125 https://doi.org/10.64388/IREV9I11-1717754
IEEE:
Divya Devshree, Dr. Sushila Hooda
"Consumer Behaviour Influenced by Social Media Influencers in Delhi NCR Region" Iconic Research And Engineering Journals, 9(11) https://doi.org/10.64388/IREV9I11-1717754
About IRE Journals
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