Emotional Engagement with Social Media Influencers and its Influence on Consumer Brand Preference in Coimbatore District

Abstract

Social media has become an important part of consumers' daily lives, influencing their attitudes, preferences, and purchasing decisions. Social media influencers play a significant role in promoting brands by creating engaging and relatable content for their followers. Through regular interactions, personal experiences, and authentic communication, influencers develop emotional connections with their audiences. These emotional connections increase trust, credibility, and consumer engagement, making influencer recommendations more persuasive than traditional advertisements. As a result, consumers often develop favorable perceptions toward brands endorsed by influencers. Brand preference refers to a consumer's tendency to choose one brand over competing alternatives based on positive feelings and experiences. In recent years, businesses have increasingly used influencer marketing to strengthen consumer relationships and enhance brand preference. In Coimbatore District, the growing use of social media platforms has increased the influence of digital content creators on consumer behavior. The study investigates the relationship between emotional engagement with social media influencers and consumer brand preference in Coimbatore District. A total of 360 respondents from various age groups and backgrounds were surveyed to explore the impact of social media influencers on consumer decision-making. The findings of this study provide insights into the role of social media influencers in shaping consumer attitudes and preferences.