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The Impact of Social Media Influencers on Consumer Behaviour: Trends, Opportunities, and Challenges

 

Sajal Agrawal

Research Scholar

Dayalbagh Educational Institute,

(Deemed to be University), Agra, U.P. India

 

Abstract

Social media influencers (SMIs) have become key players in digital marketing, significantly influencing consumer behaviour. By fostering personal connections and trust, influencers shape consumer preferences, drive purchasing decisions, and enhance brand engagement. The rise of micro- and nano-influencers has led brands to prioritise authentic, niche-focused marketing, while platforms like Instagram and TikTok have amplified engagement through video content.

However, challenges remain, particularly in measuring the return on investment (ROI) and maintaining authenticity in influencer-brand relationships. Engagement metrics used by social media channels such as likes and comments do not always translate into direct sales, complicating ROI evaluation. Additionally, transparency concerns, including the need for influencers to disclose sponsored content, may impact consumer trust. This study examines these trends and challenges, concluding that effective influencer marketing requires careful selection of influencers, transparent collaborations, and improved metrics to assess success. Future research should explore long-term effects on brand loyalty and refine tools for measuring campaign effectiveness.

Keywords: Consumer behaviour, influencer, social media, marketing

 

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