"The Strategic Impact of Social Media Influencers on Digital Consumer Decision-Making: An Empirical Investigation into Smartphone Purchasing Patterns in North Karnataka"
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Abstract
This study investigates the strategic impact of social media influencers on digital consumer decision-making, with a specific focus on smartphone purchasing patterns in North Karnataka. Through a Scopus-based literature review, the research employs topic modeling, trend analysis using Voyant Tools, and bibliometric visualization with VOSviewer to identify key influencer attributes affecting consumer behavior. The findings highlight that influencer credibility, engagement strategies, and content personalization significantly shape purchasing decisions. The trend analysis reveals a rising influence of digital endorsements, while bibliometric analysis underscores the growing academic interest in influencer marketing. This study contributes to the literature by integrating data-driven methodologies for analyzing digital marketing strategies in regional contexts. While limited to smartphone purchases in North Karnataka, the study provides a foundation for future research on regional influencer marketing dynamics, AI-driven personalization, and ethical influencer practices. The insights are valuable for marketers, researchers, and policymakers in the digital economy.