• Dr Surekha S Yendigeri

The rise of social media has revolutionized consumer behavior, with influencer marketing emerging as a powerful tool for brands to engage with their target audience. This paper explores how influencer marketing shapes consumer behavior in the digital age, analyzing the dynamics of trust, engagement, and purchase decisions. By examining various case studies and existing literature, the study investigates the effectiveness of influencers in influencing consumer attitudes and behaviors. The findings suggest that influencers, through their authenticity and relatability, play a crucial role in shaping consumer perceptions and driving purchase intentions. However, the study also highlights the challenges of measuring ROI and maintaining trust in the ever-evolving digital landscape.

Consumer Behavior, Social Media, Influencer Marketing, Digital Marketing, Trust, Engagement, Purchase Decisions

"Consumer Behavior in the Age of Social Media: A Study on Influencer Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.562-564, June-2019, Available :http://www.jetir.org/papers/JETIR1908E80.pdf

"Consumer Behavior in the Age of Social Media: A Study on Influencer Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp562-564, June-2019, Available at : http://www.jetir.org/papers/JETIR1908E80.pdf