The Role of Social Media Influencers in Shaping Consumer Brand Engagement and Its Impact on Strategic Business Decisions

Social media plays an active and professional role in meeting users' needs. The study aims to review the effect of social media influencers on consumer brand engagement and its implications on business decision-making. It has been found that major support is required from social media in handling consumer trust and other issues. The two are the indirect and independent variables that impact the variable known as brand reputation and consumer trust for the brand in the market as direct and dependent variables. The study has used a primary quantitative method to collect and analyse the data. The data was taken from 100 samples using Google Surveys form. The data has been reviewed with the help of Smart PLS. It has been found that consumer brand engagement positively affects online purchase intentions and social media influencers' sales increase due to brand trust and consumer engagement. It is also agreed that there is a positive effect of social media influencers using content marketing to increase consumer engagement. It is recommended that media managers and marketing consultants use social media influencers to raise brand sales. They have an impact on decision-making.