• Sarthak Ithape
• H. R. Kulkarni
• Snehal V. Sinalkar

Social media influencers have emerged as a dominant force in digital marketing, transforming the way consumers engage with brands and make purchase decisions. This research paper examines the role, significance, and impact of influencers across various digital platforms. The study evaluates the effectiveness of influencer-driven campaigns compared to traditional advertising, identifies key trust-building factors, and analyzes consumer behavior using primary data collected through a structured questionnaire. The paper also includes case insights from influencer marketing agencies such as Confluencr, Grynow, and mFluencer to provide practical industry perspectives. Findings reveal that influencers significantly shape consumer engagement, brand visibility, and purchase intentions, with authenticity, consistency, and transparency being the strongest determinants of trust. The study concludes by offering recommendations for brands and influencer marketing agencies to enhance campaign effectiveness in an evolving digital landscape.

Social Media Influencers, Digital Marketing, Consumer Behavior, Influencer Credibility, Engagement, Brand Awareness

"The Study on Importance of Social Media Influencers in Digital Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.458-463, January-2026, Available :http://www.jetir.org/papers/JETIRHG06050.pdf

"The Study on Importance of Social Media Influencers in Digital Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. pp458-463, January-2026, Available at : http://www.jetir.org/papers/JETIRHG06050.pdf