International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON CONSUMERS’ BUYING DECISIONS IN DUMKA DISTRICT
1 Author(s): AMIT NAG
Vol - 17, Issue- 4 , Page(s) : 76 - 84 (2026 ) DOI : https://doi.org/10.32804/CASIRJ
This study examines the influence of social media influencers on consumers’ buying decisions in Dumka district (Jharkhand, India). Dumka is a largely rural district with a population of about 1.32 million (Census 2011), and growing but uneven internet access, studies show limited home connectivity for many households and students in the district.