Abstract
Influencer marketing has become a predominant element in modern advertising methods, utilizing the influence of social media influencers to affect consumer behavior. This study examines the efficacy of influencers in influencing customer-purchasing decisions across diverse sectors. This study seeks to elucidate the effects of influencer marketing on contemporary consumer behavior through the analysis of consumer responses and purchasing habits. The process involves a thorough analysis of quantitative data acquired via surveys. The consumer buying process was analyzed to evaluate the efficacy of influencer marketing efforts in influencing customer purchasing decisions. Qualitative data was gathered to comprehend the fundamental aspects affecting customer perceptions and attitudes towards influencer-generated content. The research was designed to concentrate on many pivotal industries, including fashion, beauty, lifestyle, and technology, to elucidate varied customer preferences and behaviors. The study sought to uncover the most effective tactics utilized by influencers to engage audiences and stimulate purchase intent through comparative analysis. The research aimed to investigate the impact of authenticity, credibility, and relatability of influencers on consumer trust and loyalty. This study, utilizing a convenience sample of 120 respondents, aims to enhance the current understanding of influencer marketing.