International Journal of Scientific Research and Engineering Development

Affiliate marketing has become one of the fastest-growing promotional methods in the digital world, and social media influencers now play a major role in shaping how people discover and buy products. Today, consumers spend a large part of their time on platforms like Instagram, YouTube and Facebook, where influencers regularly share reviews, recommendations and promotional codes. Because of this, influencers have become an important bridge between brands and customers . This study focuses on understanding how social media influencers contribute to the success of affiliate marketing in Coimbatore. It looks closely at consumer attitudes, their preferred social media platforms, and the factors that make an influencer believable and trustworthy. Key characteristics such as expertise, authenticity, transparency, personal experience with products and the style of content they create are examined to see how each influences consumer interest. The study also explores how these characteristics impact people’s likelihood to click on affiliate links or make purchases through influencer promotions. To carry out the research, a descriptive design was used. Primary data was collected from 54 active social media users in Coimbatore through a structured questionnaire. The survey included questions related to social media usage habits, past experiences with influencer promotions, trust levels and purchase behaviour. Their responses help identify how influencer credibility and content approach affect buying decisions in the local context. The goal of this study is to show Coimbatore brands that better affiliate strategies start with better relationships. By prioritising influencers who are trusted and relatable experts rather than just famous faces, brands can see significantly better results."

Dr.Geetha R, Mr.Bagavathi J,"Role of Social Media Influencers in Affiliate Marketing in Coimbatore City" International Journal of Scientific Research and Engineering Development, V9(1): Page(1487-1494) Jan-Feb 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.