• SHIVA MANOJ

The use of social media is ubiquitous and has been proven to have a significant impact on the lives of teens and young adults alike. Social media has evolved from its traditional role as a photo gallery and a platform for thought dumping into a marketing space primarily driven by influencers, the people who influence. Influencers hold a strong grip on people across social media platforms through the content, opinions, ideas, and uniqueness they bring to the table. They are well-known to have an impact on people, especially the younger generation. Influencer marketing closely ties in with social media marketing. Most opinion leaders collect their audience on social platforms. Social media channels give you access to a vast audience, with half of the world’s population using social networks. Ten years ago, influencer marketing was limited to celebrities, and a handful of dedicated bloggers. Today, the social media influencer has risen to the top, saturating the market. And while their followings may vary in size, these influencers pack a punch. Their tight-knit communities foster authentic connections, leading to higher trust and engagement. The aim of this research paper is to study the positive and negative aspects of influencer marketing on people in general. The paper is primarily based on secondary data. Influencer marketing has become a popular strategy for businesses looking to reach a wider audience and increase brand awareness. Think of influencers as modern-day digital billboards. It involves partnering with individuals who have a large following on social media platforms to promote products or services. And while influencer marketing has its benefits, it also has its downsides. Keywords: internet, social media, social media influencer, marketing, youth, digitalization

Keywords: internet, social media, social media influencer, marketing, youth, digitalization

"A CONCEPTUAL INTROSPECTION INTO THE UPSIDE AND DOWNSIDE OF INFLUENCER MARKETING ON PUBLIC AT LARGE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 5, page no.p62-p67, May-2024, Available :http://www.jetir.org/papers/JETIR2405G12.pdf

"A CONCEPTUAL INTROSPECTION INTO THE UPSIDE AND DOWNSIDE OF INFLUENCER MARKETING ON PUBLIC AT LARGE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 5, page no. ppp62-p67, May-2024, Available at : http://www.jetir.org/papers/JETIR2405G12.pdf