Sambodhi ISSN: 2249-6661 (UGC Care Journal) Vol-44 No.-01(XIII) : 2021 Copyright © 2021 Authors 173 TO STUDY THE IMPACT OF YOUTUBE TECH INFLUENCERS ON THE CONSUMER BUYING BEHAVIOR OF ELECTRONIC GADGETS Dr. Ramar Veluchamy Assistant Professor, Reema K Sans, Parvathy Rajagopal, Xavier Institute of Management and Entrepreneurship, (Recognized Research Centre of University of Mysore), Bangalore. drvramar@gmail.com ; reema26blr@xime.org, parvathyr26blr@xime.org Abstract Objective: The goal of the thesis is to research how social media influencers motivate purchasing habits of young consumers from Kerala, evaluated via the YouTube Social Media Website. Research Gap In this research, we are trying to establish that social media influencers in YouTube play a major role in the purchase decision of the customers when it comes to electronic gadgets. Methodology: To analyze the impact we have used quantitative statistical analysis of empirical research results. Statistical techniques: Analysis was done with the help of statistical tools like reliability test and multiple regression. Originality: The theory of reasoned action plays an important role in this paper. It also talks about how people will behave based on their previous behavioral attitudes and intentions. Findings: The findings show that YouTube influencers have an important, positive impact on peer social influence, consumer trust, and electronic word of mouth. These factors played a significant role in deciding the rate of purchase of Customers. Uniqueness of this study is derived from the fact that Youtube influencers are in emerging area of brand flourishment and Recommendations: Since there is a growth in the number of people using these online platforms in the current pandemic situations factor like privacy could also be a main concern. Keywords: Social Media Use and Purchase Intention, Endorsement by Social media Influencers, Perceived Integrity, Consumer Trust. Introduction: An influencer is a person who has the professional capabilities to influence the buying alternatives of others with respect to their power, information, professional status, or relationship with their followers. An influencer is an individual who has a continuing interest in a unique specialty, with whom the audience; the followers effectively pitch in. The number of acquaintances an influencer has is dependent on the size of his/her subject of the variant. We should never ignore the fact that these professionals are not just promoting apparatuses, they are in a constant quest to build social relationships with resources and hence, brands could work together to accomplish their showcasing objectives. Over the years, especially during the past 10 years, we have been constantly witnessing web-based media fill replacing the traditional norms. By referring to the latest reports, which was published in January 2019 there are 3.484 billion of effective users of online platforms - that computes up to is 45% of the recorded populace. Unavoidably the users raise and devote these influencers in the online limelight to guide them with among their choices of alternative variants. Influencers in web related media are striving professionals who have gained opprobrium for their insight and adroitness on a particular field. They portray and exhibit well-structured posts about that subject on their favored web-related media platforms; their channel which will build a colossal bunch of followers who will give importance and keen consideration to their endorsements and reviews. Brands nowadays endear online media influencers because of their immense ability to make their brand get a keen notice and hence increasing the value. You can isolate various sorts of influencers multiple. Probably the most widely recognized techniques are by adherent numbers, by sorts of conditionality, and by the degree of influence and its impact. In a similar manner we can assemble influencers by the area of specialization that they have chosen. This implicit that influencers who are less popular classification by one measure may appear to be more persuasive when taken a gander at in another manner. For instance, numerous user influencers are additionally big names. However, both these synod frequently have less authentic impact on their audience as they are confined to commit within a restricted specialty. Slim Pickings of miniature and even Nano-influencers can