The Impact of Influencer Marketing on Consumer Purchase Decisions: A Psychological and Strategic Perspective

Influencer marketing has transformed the way brands interact with consumers, especially in the digital era. This paper explores how psychological principles such as trust, relatability, and social proof intersect with strategic marketing frameworks to influence consumer behavior. Drawing from recent studies and global trends, the research examines how influencers affect purchase decisions across demographics and platforms. The findings indicate that authenticity and perceived expertise are key drivers of consumer engagement and conversion. This paper also highlights ethical challenges and proposes data-driven strategies for more effective influencer collaborations.