INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASE DECISIONS IN EMERGING MARKETS

Social media influencers (SMIs) have emerged as key players in digital marketing, especially in emerging markets like India. The rise of social media influencers has changed the marketing landscape and significantly changed how businesses promote their products and services. Influencer marketing has grown in popularity as a means for businesses to interact with their target market on social media platforms. This research seeks to understand the role of influencers in shaping consumer behaviour and purchasing decisions. The literature review provides a comprehensive account of the body of research on influencer marketing and its impacts on consumer behaviour and purchasing decisions. Using secondary data and case studies, the research explores how authenticity, credibility, and relatability influence consumer behaviour. It highlights the growing role of influencer marketing in shaping consumer preferences and provides recommendations for brands to optimize their strategies. The article examines several elements of influencer marketing, including the value and legitimacy of messages, the characteristics of influencers, and the accuracy of influencer content.