Influencer marketing has become an important strategy in modern digital marketing. With the rapid growth ofsocialmedia platforms like Instagram, YouTube, and TikTok, influencers play a major role in promoting products and services to a wide audience. Influencers are individuals who have a large number of folowers and can influence the opinions and purchasing decisions of consumers through their content. This study focuses on analysing the impact of influencer marketing on consumer behaviour and buying decisions. The research examines how influencer recommendations, reviews, and promotional content affect consumer awareness, trust, and interest in a brand. Data can be collected through surveys and questionnaires from social media users to understand their views and reactions toward influencer promotions. The findings of the study show that influencer marketing helps brands reach their target audience more effectively than traditional marketing methods. Consumers often trust influencer opinions because they find them relatable and authentic. Therefore, influencer marketing has become a powerful and modern marketing tool that helps businesses improve brand visibility and influence consumer purchase decisions.
MS.B.INDIRASHINI et al. (Fri,) studied this question.