Paper Contents
Abstract
In the era of digital transformation, influencer marketing has emerged as a dominant strategy to influence consumer purchase behavior. This study explores the role of social media influencers in shaping the attitudes, preferences, and buying decisions of consumers. The research examines how authenticity, trustworthiness, and relevance of influencers contribute to consumer engagement and brand loyalty. Using a mixed-method approach including surveys and literature review, the study finds that influencer marketing significantly affects consumer behavior, especially among younger demographics. The study also offers insights into how marketers can effectively utilize influencers for promotional campaigns.
Copyright
Copyright © 2025 A.VALARMATHI. This is an open access article distributed under the Creative Commons Attribution License.
