Author(s): Ahmed El-Sayed
Social media influencers have emerged as a powerful force in shaping consumer behavior. Leveraging credibility, relatability, and extensive online followings, influencers affect brand perception, product awareness, and purchase decisions. This article examines the role of social media influencers in modern marketing, analysing how influencer characteristics, content strategies, and audience engagement impact consumer decision-making. It highlights the psychological mechanisms, such as trust, social proof, and parasocial relationships, that drive consumer responses. By understanding the dynamics of influencer marketing, organizations can optimize marketing campaigns, enhance brand loyalty, and influence purchasing behaviors in the increasingly digital marketplace.