DIGITAL INFLUENCE MARKETING HOW SOCIAL MEDIA SHAPES CONSUMER BUYING INTENTIONS

Abstract: In recent years, social media has revolutionized the way consumers interact with brands and make purchasing decisions. Digital influence marketing—leveraging influential social media personalities to promote products—has emerged as a powerful strategy for businesses aiming to reach and engage target audiences effectively. The rise of influencers on platforms such as Instagram, YouTube, TikTok, and Facebook has changed traditional marketing paradigms, enabling more personalized and authentic brand communication. This research paper explores the mechanisms by which social media influences consumer buying intentions, examining the role of influencer credibility, content engagement, and trust in shaping purchase behavior.