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The Impact of Social Media Influencers on Consumer Behavior and Purchase Intentions . Content Warning.

Abstract: This research examines the influence of social media influencers on consumer behavior and purchase intentions. With the proliferation of social media platforms, influencers have emerged as powerful marketing tools for brands. This study investigates how influencers' content, credibility, and perceived authenticity shape consumers' attitudes, perceptions, and intentions to make a purchase. By employing a mixed-methods approach, including quantitative surveys and qualitative interviews, this research provides insights into the effectiveness of influencer marketing strategies and the underlying mechanisms that drive consumer decision-making in the context of social media influencers.