The evolution of digital platforms has transformed marketing communication and consumer engagement practices across the globe. Influencer marketing has emerged as a dominant strategy within this digital ecosystem, influencing not only purchasing decisions but also shaping consumer culture, identity, and social behaviour. This research paper examines influencer marketing as a cultural force that actively contributes to the formation of digital consumer behaviour. Using a conceptual and analytical research approach, the study explores how influencers mediate trust, construct aspirational lifestyles, and redefine brand–consumer relationships. The findings suggest that influencer marketing functions beyond promotional activity and plays a significant role in shaping values, consumption patterns, and social norms in digital spaces. The paper contributes original insights into the cultural implications of influencer-led marketing in the contemporary digital economy. Influencer Marketing, Digital Consumer Behaviour, Consumer Culture, Social Media, Brand Communication.
Ashok et al. (Sun,) studied this question.