Published Paper Details:

In the past, companies promoted their products through TV celebrities, athletes, actors, and actresses. But because of the significant changes in the modern environment, businesses today rely on social media influencers to market their goods. A person who influences the public through social media and has a large following is known as an influencer. Influencers might be public figures, brand ambassadors, or members of the public. Since consumers use social media extensively, they frequently base their purchasing decisions on the opinions of influencers they follow. Social media influencers were able to swiftly connect with the public as a result. They are able to interact with the general public on social media by publishing tweets, streams, feeds, and vlogs despite the fact that they are not media celebrities. They act as a link between the brand and the customers as a result. The goal of the current study is to shed light on customer perceptions of social media influencers and to examine how they affect consumer purchasing behaviour. A structured questionnaire is used in this study to collect data from customers using a descriptive methodology. After gathering the data, it will be analysed to determine the study's anticipated results.