Social media driven commercial ecosystems have radically transformed modern retail by shifting traditional promotional strategies toward peer-led digital endorsement. This research paper evaluates the empirical impact of influencer marketing on consumer purchase decisions and brand conversion efficiency. Analyzing longitudinal sector-wide data from leading consumer goods and e-commerce platforms across FY 2020-21 to FY 2024-25, along with predictive projections through FY 2026-27, this study tracks key performance metrics including Influencer Engagement Trust Score (IETS), Social Commerce Conversion Rate (SCCR), and Direct Purchase Intent Rate (DPIR). Empirical evaluation indicates that firms expanding authentic influencer partnerships experienced a proportional surge in direct purchase conversion from 28.4% to 58.6%. Pearson correlation analysis confirms a highly significant positive association (r=0.971 for Influencer Trust Score vs. Conversion Rate; r=0.954 for Trust Score vs. Direct Purchase Intent), establishing that perceived authenticity directly drives consumer decision-making and operational yield.

Nikhilesh Band, Prof. Nitin Ganorkar, "Impact of Influencer Marketing on Purchase Decisions of Consumers" International Journal of Scientific Research and Engineering Development, V9(5): Page(2106-2109) September - October 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.