• Dr. Neerja Devi

This research aims to assess the effectiveness of social media influencers in terms of consumer behavior. Today most businesses are consumer centric in their approach and prefer digital marketing and social media marketing. Advertising on social media is done in a very subtle manner, almost at a subconscious level and influencers are a good example of that. This type of advertising has along lasting impact on the public. If done right, it is interactive, engaging and forms a connection rather than only appealing to the rational side of the consumer. Advertising now has upgraded itself from traditional media to new media such as social media, not only did they found a media but also new ways to advertise. Online Social Networks, for instance, Facebook, Instagram, and others have ended up being the most standard online destinations in the current years. The organization has also started to buy their fans and they are called the social media influencers. Today, we are in 21st century and people do not find time to come & interact with each other. Social media helps in connecting themselves with social networking sites through which now people can stay far and yet remain connected. Apart from this media like Facebook create a loyal connection between product and individual which leads to large advertising opportunities. The best way to do this is to focus on consumer-oriented marketing strategies such as Product placement, native advertising, content marketing, and influencer marketing to avoid the noise that is created on social media. Social media influencer marketing is a term that refers to leveraging the ability of key people to support a brand and spread the word to their followers. It has been established as a new as well as a highly effective method for brands to build and engage with audiences on social media.

Social media, Consumer behavior, Twitter, Facebook, Instagram, Snapchat.

"Social Media Influencers and Consumer Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 2, page no.e675-e680, February-2022, Available :http://www.jetir.org/papers/JETIR2202486.pdf

"Social Media Influencers and Consumer Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 2, page no. ppe675-e680, February-2022, Available at : http://www.jetir.org/papers/JETIR2202486.pdf