Journal of Marketing and Sales Management

Author :  Prashant Singh

Abstract : Social media has transformed the landscape of marketing and consumer behaviour, with influencers playing a pivotal role in shaping purchasing decisions. This paper examines the influence of social media influencers (SMIs) on consumer purchasing behaviour through trust-building, authenticity, and content engagement. The study explores key elements such as influencer credibility, follower engagement, and the psychological mechanisms that drive consumer decisions. Additionally, it highlights the challenges and ethical concerns associated with influencer marketing. The paper provides actionable insights for marketers and businesses to optimize influencer strategies effectively.

Keywords : Social Media Influencers, Consumer Behavior, Purchasing Decisions, Influencer Marketing, Engagement, Trust, Authenticity