THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOUR AND PURCHASING DECISIONS AT L.G

Abstract

Social media influencers have emerged as powerful agents in shaping consumer behavior and purchasing decisions in the digital era. Through platforms such as Instagram, YouTube, Facebook, X, and TikTok, influencers create engaging content that affects consumers' attitudes, preferences, and buying intentions. Their ability to establish credibility, trust, and personal connections with followers makes them effective in promoting products and services across various industries. Consumers often rely on influencer recommendations for product information, reviews, and purchasing guidance, which significantly impacts their decision-making process. This study examines the influence of social media influencers on consumer behavior and purchasing decisions. It explores how factors such as influencer credibility, expertise, attractiveness, authenticity, and audience engagement contribute to consumer trust and brand perception. The study also analyzes the effectiveness of influencer marketing in increasing brand awareness, customer engagement, and purchase intentions. Furthermore, it investigates the role of social media platforms in facilitating direct communication between brands, influencers, and consumers. The findings indicate that influencer marketing has become a crucial component of modern marketing strategies. Consumers are more likely to purchase products endorsed by influencers they trust and follow regularly. However, the impact varies depending on demographic characteristics, product categories, and the perceived authenticity of influencer content. The study highlights the growing importance of influencer marketing and provides valuable insights for businesses seeking to leverage social media influencers to enhance consumer engagement and drive sales