• Dr.S.Suresh

Social media and influencer marketing have revolutionized the way brands interact with consumers, creating an interactive and engaging digital marketplace, resulting in a dynamic and captivating online market space. This chapter explores the significance of social platforms in shaping consumer behavior and brand engagement. The research highlights key trends, benefits, and challenges of social media marketing and influencer collaborations. By analyzing data from various studies and real-world examples, this chapter provides insights into the effectiveness of social media marketing strategies and offers recommendations for brands looking to maximize their online presence. This chapter offers insights into the efficacy of social media marketing tactics and makes advice for brands aiming to optimize their online presence by examining data from multiple research and real-time situations.

Social media, consumer behavior. marketing strategies, research, brands.

"SOCIAL MEDIA AND INFLUENCER MARKETING: THE GROWING ROLE OF SOCIAL PLATFORMS IN DRIVING CONSUMER BEHAVIOR AND BRAND ENGAGEMENT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 8, page no.f673-f676, August-2021, Available :http://www.jetir.org/papers/JETIR2108690.pdf

"SOCIAL MEDIA AND INFLUENCER MARKETING: THE GROWING ROLE OF SOCIAL PLATFORMS IN DRIVING CONSUMER BEHAVIOR AND BRAND ENGAGEMENT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 8, page no. ppf673-f676, August-2021, Available at : http://www.jetir.org/papers/JETIR2108690.pdf