Analyzing the Impact of Social Media Influencers on Consumer Choices

Abstract

This research aims to understand the role of social media influencers in consumer decision-making processes. The study investigates how social media influencers, with their large followings and persuasive content, shape consumers' attitudes, preferences, and purchasing behaviors. By conducting interviews and surveys with social media users and analyzing engagement metrics, the research sheds light on the mechanisms through which influencers influence consumer decision-making. The findings contribute to the understanding of the dynamics between influencers and consumers in the digital age and provide insights for marketers and influencers themselves.