AN ANALYSIS OF THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BEHAVIOUR AND BRAND MARKETING WITH SPECIAL REFERENCE TO DR. JANAKI AMMAL CAMPUS, KANNUR DISTRICT, KERALA

Authors: DIVYA KARIKKAN, VAISAKHI P P

DOI: 10.18231/j.jmra.11963.1825837210

Keywords: Social media, Influencer, brand, consumer behaviour

Abstract: Social media influencers are becoming more influential in marketing than celebrity endorsement. Social media influencers have a lot of followers, which makes them more influential. Social media influencers develop strong connections with their audience by sharing details of their everyday lives. This personal sharing fosters authenticity and connection, making followers feel more engaged and connected to the influencer's journey and content. These influencers promote and encourage their followers to buy a product. Therefore, consumers buy goods or services promoted by social media influencers. Brands have realized the power of social media influencers and started collaborating with them. Collaborating with small influencers has helped the brand reach out to a highly engaged audience and generate buzz around its product.