Volume 2 - Issue 1, January - February 2026

Influencer marketing has become an important promotional tool in the digital era, particularly among youth consumers who actively use social media platforms such as Instagram and YouTube. With the growth of digital communication, influencer-based promotions play a major role in shaping brand awareness, consumer perception, and buying behaviour. In the Indian consumer electronics market, boAt follows a strong youthcentric marketing strategy by collaborating with celebrities and social media influencers to increase brand visibility and trust. The present study aims to analyse the perception of youth consumers towards influencer marketing strategies adopted by boAt and their impact on purchase decisions in Coimbatore city. The study also examines key factors influencing effectiveness, such as influencer credibility, content authenticity, and consumer relatability. In addition, it attempts to understand the psychological influence of influencer promotions, including brand recall, aspiration, and peer influence.The study is based on both primary and secondary data. Primary data were collected through a structured questionnaire, while secondary data were obtained from company websites, journals, and marketing reports. The analysis indicates that influencer marketing significantly improves brand awareness, preference, and purchase intention towards boAt products.

Dr.Poornima B, Mr.Vishal S,"Influencer-Driven Growth: A Study on Boat’s Youth-Centric Marketing Strategy in Coimbatore" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1305-1310) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.