Influencer Marketing in the Digital Age: Exploring the Influence of Social Media Influencers on Consumer

Influencer Marketing in the Digital Age: Exploring the Influence of Social Media Influencers on Consumer

Dr. Parul Sharma1, Prince Gupta2, Sidhant Yadav 3, Utkarsh Gautam4 , Aaditya Kumar5

Mittal School of Business, Lovely Professional University, Phagwara, Punjab Mittal School of Business, Lovely Professional University (1,2,3,4,5)

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Abstract - Through the research we are going to discover how social media influencers do impact consumer behavior, especially that of purchasing. It brings forth the existential question of how much influential the lifestyles of social media stars have on consumer behavior as among the younger generation there is a strong tendency to copy the lifestyle of influencers. The research demonstrates information which illustrates that there is a considerable number of both male and female consumers that are mostly guided by what social media influencers recommend, with this having the highest proportion among the youth. Views of influencers influence the probability of buying products or services most likely, among female participants and individuals between 20-25 years old. The study finds that the credibility of influencers is positively related to the probability of ordering everything they advertise, especially on the young people. The effect of influencers on the buying decision is likewise inherently related to the trustworthiness of the product endorsed, showing how significant the authentic content is. The report highlights the importance for these brands to comprehend how influencer marketing works, relate it to consumer trust and purchasing behavior, so that they may effectively take advantage of this aspect of social media.

Key Words:  Influencer marketing, Consumer behavior, social media, Purchasing decisions, Authenticity, Brand management, Online marketing, Consumer trust.