This paper presents a conceptual analysis of how social media influencers affect consumer behavior. It explains how influencers build trust, create attractive content, and use their online popularity to shape people’s buying decisions. Since the past five years, the size of social networks as well as social media users have been doubled and this growth is creating a new marketing hurdle. This research is about the study of the consumer’s complex purchases, that keeps a special on how the process is being influenced by social media. The paper reviews ideas from previous research to show how factors like credibility, engagement, and emotional connection influence consumers. It also highlights how social media platforms make it easier for people to follow trends and make quick purchase decisions. This analysis helps in understanding why influencers are becoming an important part of marketing and how they guide consumer choice.
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