Published Paper Details:

In today's business landscape, companies often focus on a consumer-centric approach, leveraging digital and social media marketing. Advertising on social media tends to be subtle, operating at a subconscious level, with influencers serving as a prime example. When executed effectively, this type of marketing is interactive, engaging, and fosters a connection with consumers, rather than merely appealing to their rational side. The lifestyle and electronics sectors are particularly influential in shaping the buying behavior of youth in Patiala. Lifestyle brands excel in creating compelling visuals through influencers for products related to food, fitness, and organic goods, reflecting the latest trends. Electronics, meanwhile, attract tech-savvy youth and are frequently promoted by influencers across various platforms. This research paper aims to integrate these factors by utilizing both primary and secondary data. Its objective is to examine the relationship between the trust that average consumers place in influencers and the subsequent consumer behavior of Patiala's youth aged 15-25. Primary data will be gathered through a structured questionnaire, and the findings will be analyzed and presented based on these observations.