Abstract

This research focuses on the extent of influence that social media personalities – influencers, traditionally referred to as – have in campus students’ decision making at Lovely Professional University (LPU). The study seeks to understand the ways in which these digital bodies have come to influence life style preferences, academic pursuits and consumer behaviour. This research examines the mechanisms through which influencers wield influence, such as in the context of psychological and socio-cultural factors, to help policymakers, marketers, educators, and students alike achieve understanding of its potential harmful consequences, and how educational interventions can mitigate its undesirable effects. A mixed methods approach under review of the literature, content qual anal of influence content and case study. With LPU’s large and diverse student body, there will be a large and representative sample targeted to generalize and make the findings robust.