The Role of Social Media Influencers in Shaping Consumer Behavior

The Role of Social Media Influencers in Shaping Consumer Behavior

Mashama Kausar  Student

Bachelor of Business Administration

Amity University Lucknow Campus

Dr. Azra Ishrat  Assistant

Professor  Amity Business School

Amity University Lucknow Campus

Abstract

The growing trend of social media platforms has given rise to social media personalities as pivotal players in current marketing tactics. These personalities significantly influence consumer behaviors, affecting everything from preferences for products to buying choices, due to their ability to connect with and engage audiences. This document investigates the numerous ways in which social media personalities sway consumer actions, emphasizing aspects like trust, credibility, engagement, and the psychological processes involved in influencer marketing. By examining relevant research and empirical findings, this study evaluates both the advantageous and disadvantageous elements of influencer marketing, offering suggestions for brands looking to leverage influencers to mold consumer behavior.