Role Of Social Media Influencers In Shaping Consumer Buying Behaviour In Digital Marketplace

Abstract

Influencer marketing has become an influential promotional tool in the digital ecosystem and has a major influence on consumer perceptions and buying behaviour. This paper attempts to explain how influencer marketing influences the decision of consumers and what elements contribute significantly to the success of such campaigns. The study also provides a complete picture of the existing trends, consumer preferences, and the growth pattern of the industry using the secondary sources that are accessed through the Statista 2023 and the EY State of Influencer Marketing in India Report 2024, as well as the existing academic literature. The results indicate that the platforms, like Instagram and YouTube, with the highest engagement rates among consumers involve visually rich and interactive contents. Sectors such as lifestyle, fashion, and beauty are still on the centre stage of the influence of influencers’ growth. The review also marks out key determinants such as content authenticity, platform selection, influencer credibility and audience congruency have a substantial influence on the results of the campaign. On the whole, the paper highlights the changing role of influencer marketing in modern digital strategy and its influence on consumer behaviour.