Influencer Alchemy: Deciphering Influencer Marketing’S Effecti on Consumer Choice

Abstract

The emergence of influencer marketing in today's digital environment has completely changed how brands interact with customers. Influencers, who range from social media stars to YouTube sensations, are now effective means of endorsing goods and influencing the decisions of their audience. In order to understand the influencer marketing phenomenon and how it affects customer behavior and purchasing decisions, this study explores it