The Role of Social Media Influencers in Shaping Customer Experience for E-Commerce Brands

The rapid expansion of e-commerce has transformed customer engagement, with social media influencers (SMIs) playing a critical role in shaping consumer perceptions and experiences. Influencers act as digital opinion leaders, bridging the gap between brands and customers by offering relatable, authentic, and persuasive content. This paper examines how social media influencers enhance customer experience in e-commerce through trust-building, personalized recommendations, interactive content, and community engagement. The study further highlights opportunities and challenges for e-commerce brands leveraging influencer marketing