The study examines the role of influencer marketing in shaping consumer behaviour, with a specific focus on impulse buying patterns across urban and rural areas of Tamil Nadu. Adopting a descriptive research approach, data was collected through a Google Form questionnaire to identify the key factors influencing consumer decisions, including trust, relatability, and content engagement. The findings highlight notable variations between regions: urban consumers tend to be influenced by aspirational and trend-driven influencers, whereas rural consumers value authenticity, practicality, and local relevance. The research underscores the need for marketers to design region-specific influencer strategies that address these behavioural differences. By understanding the unique consumer dynamics within Tamil Nadu, the study provides actionable insights for developing more effective and inclusive influencer marketing campaigns that empower consumers and encourage sustainable purchasing practices
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