In the digital era, influencer marketing has emerged as an effective strategy for brands to reach and engage their target audiences. Social media influencers play an important role in shaping consumer behavior through their perceived authenticity; audience reach and interaction with followers. This study examines the impact of influencer marketing on customers’ purchase intention in Chennai, focusing on the factors that influence consumers’ purchasing decisions. The study is descriptive in nature and is based on a sample of 169 respondents who are active users of social media in Chennai. Primary data were collected through a structured questionnaire, and convenience sampling was adopted for respondent selection. Multiple regression analysis and one-way ANOVA were employed as the statistical tools, while SPSS Version 26 was used for data analysis. The reliability of the research instrument was established through Cronbach’s alpha, which recorded a value of 0.842, indicating an internal consistency of 84.2%. The findings reveal that Reach, Engagement Metrics and Relevance have a statistically significant influence on consumers’ Purchase Intention. Among these factors, Reach demonstrates the strongest influence, emphasising the importance of an influencer’s visibility and audience size. However, Credibility of Influencer and Content Style do not exhibit a statistically significant influence on Purchase Intention. The analysis further indicates that age and occupation significantly influence responses to influencer marketing, with younger respondents, particularly students, demonstrating a greater level of influence. The study highlights the importance of influencer visibility, audience engagement and content relevance in shaping consumer purchase intentions.