The Influence of Social Media Influencers on Consumer'S Purchasing Decisions

Abstract

Nowadays, social media is a part of our everyday routines, and a lot of people use it to communicate with each other, to share their life and the news updates concerning the surrounding world. In the last few years, social media has also stolen the crown of the king of advertisement and brand promotion with the hire of social media influencers by businesses to target their audience and sell their products. Social media influencers are people who by virtue of having many followers on social media platforms, such as Instagram, YouTube, or TikTok, can affect how their followers think, feel, or act. These influencers usually have their own personal characteristic style and voice, which their fans pick up and they turn into trusted sources of advice and information.