Exploring the Integration of Social Media and Influencer Marketing in Contemporary Advertising

This study explores the integration of social media marketing (SMM) and influencer marketing (IM) as combined strategies for Enhancing brand visibility, consumer trust, and purchase intention. Using a mixed-method approach with surveys and interviews of active social media users, the research examines how influencer creditability, authenticity, and content strategies influence engagement and buying behavior. Findings reveal that micro and nano-influencers generate stronger connections and higher engagement than mega influencers, while transparent sponsorships and relatable content foster greater trust. Short-form videos drive immediate engagement, whereas long-form content supports lasting brand recall. Overall, the framework for brands to achieve authenticity, ethical transparency, and improved ROI in the evolving digital marketplace.