Influencer marketing has developed the core strategy in consumer engagement as more people are more inclined to engage via digital platforms. However, it’s especially difficult for brands to understand which influencer characteristics have the biggest impact on how consumers behave. The present study investigates the influence of influencer credibility, content authenticity, engagement quality, and platform preference on brand perception and purchase intention in the context of India. The study employs multiple linear regression analysis and correlation techniques to examine the relationships between various attributes of social media influencers, using secondary data obtained from reputable industry sources. Results indicate that influencer credibility and authenticity of content has a large impact on brand perception, purchase intention and engagement quality is the strongest predictor of purchase behaviour. Additionally, there was little relationship between platform preference and consumer trust, implying that influencer features are more important than platform for influencing trust. An R-squared value of 0.85 means that model has strong explanatory power over outcomes for consumer behaviour. Finally, the study stresses the significance of engagement quality as well as authentic content when it comes to gaining consumer trust and making purchase decisions. Influencers are selected based on their credibility and their engagement across their audience rather than the basis of choosing it on the basis of any specific strategy. This insight is needed for taming the efficacy of the influencer marketing campaigns in India.