The Influence of YouTube Influencers on Consumer Buying Behaviour: A Quantitative Study of Consumers in Emerging Urban Markets of Rajasthan

Abstract

The rapid expansion of social media has transformed the way consumers obtain product information, evaluate 
alternatives, and make purchasing decisions. Among social media platforms, YouTube has emerged as an influential 
digital marketing channel because of its combination of visual content, product demonstrations, reviews, tutorials, 
and influencer-generated recommendations. The present quantitative study examines the influence of YouTube 
influencers on consumer buying behaviour in emerging urban markets of Rajasthan, India. The study focuses on 
consumers who actively use YouTube and evaluates whether influencer characteristics and content-related factors 
significantly influence their purchasing behaviour. Primary data were collected through a structured questionnaire, 
with 250 questionnaires distributed and 243 valid responses retained for analysis, representing a valid response rate 
of 97.2%. The study examines YouTube influencer influence through dimensions such as credibility, expertise, 
attractiveness and relatability, content quality, engagement, and consumer trust. Consumer buying behaviour is 
assessed through purchase intention, product consideration, brand preference, and willingness to purchase products 
recommended by influencers. Descriptive statistics, correlation analysis, and regression analysis are proposed to 
examine the relationship between YouTube influencer influence and consumer buying behaviour. The study contributes 
to understanding influencer marketing within emerging urban markets and provides implications for marketers 
seeking to use YouTube influencers as an effective consumer engagement and purchase-influence mechanism.