THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOR

Influencer marketing has emerged as a dominant force in digital marketing, significantly shaping consumer behavior in contemporary online environments. This study investigates the impact of influencer credibility, authenticity, and emotional connection on consumers’ decision-making processes. A qualitative approach based on secondary data analysis was used to synthesize findings from existing academic literature and marketing reports. The results indicate that influencer marketing strongly influences brand awareness, trust formation, and purchase intention, particularly among younger consumers. Micro-influencers are found to be more effective in generating engagement due to their perceived authenticity and closer relationships with audiences. However, the effectiveness of influencer marketing depends on transparency and ethical communication practices. The study concludes that influencer marketing is a powerful but complex tool that requires responsible application in modern business strategies.