Abstract Influencer marketing, which is based on the use of the popularity of individuals who have a large following to influence what consumers buy, has become more prominent in digital marketing. This paper examines the impact of influencer marketing on the purchasing decisions of consumers, especially the younger generation. It highlights the significance of influencers in creating customer loyalty, influencing people to make purchases, and shaping opinions about brands. The paper also underlines the significance of influencers in digital marketing and the usefulness of this platform for marketers.
Anbuoli et al. (2025) studied this question.