• Buddhisha Khandare
• H. R. Kulkarni
• Snehal V. Sinalkar

In today’s digital ecosystem, social media has emerged as a dominant communication and marketing platform that shapes consumer perceptions and decisions. Influencer marketing, which involves collaboration between brands and individuals with a significant online following, has become a powerful advertising tool due to its authenticity, relatability, and ability to engage audiences more effectively than traditional marketing techniques. This study explores the influence of social media influencers on consumer behaviour, purchase decisions, and brand loyalty. Primary data was collected using a structured questionnaire distributed among active social media users aged 18–35. Findings reveal that consumers tend to trust influencers who share genuine experiences, transparent reviews, and relatable content. Moreover, influencers have a strong impact on brand awareness and act as opinion leaders in the digital marketplace. The research concludes that incorporating influencer marketing into digital strategies is highly beneficial for brands in achieving higher consumer engagement and improved sales outcomes.

Influencer Marketing, Social Media Platforms, Consumer Behaviour, Digital Strategy, Opinion Leaders, Online Engagement, Brand Awareness, Purchase Intention.

"A Study on Influencer Marketing Through Social Media", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.474-478, January-2026, Available :http://www.jetir.org/papers/JETIRHG06053.pdf

"A Study on Influencer Marketing Through Social Media", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. pp474-478, January-2026, Available at : http://www.jetir.org/papers/JETIRHG06053.pdf