Published Paper Details:

Influencers on social media are ushering in a new era of marketing and advertising by significantly changing public consumer behavior.Although brand ambassadors, paid promotions, free trips, discounts, and other benefits come with endorsing products or services, how can individuals actually get affected by social media influencers with a simple post on their platforms?Before the advent of social media, goods and services were advertised on television, in newspapers, and in pamphlets. Today, we witness social media influencers travelling to different locations to publicise products and reap the rewards of doing so on websites like Instagram, Facebook, Youtube, and others. The goal of this study is to determine how social media influencers affect customer behavior.The objective of this study is to analyse the impact of consumer behaviour in influence marketing, to study the negative effects of social media influencers towards a product and to understand the legal stance about the guidelines of social media influencers marketing.The present research is based on an empirical study. The information was gathered from individuals in south India utilizing helpful examining techniques. The sample size is 200 and the sampling method was a convenient sampling method. The independent variables are Age, Gender, Occupation, Educational Qualification and Place of living.The suggestions of the study would be that the social media influencers should always provide content which is honest and real even if it is a paid promotion by the brands.Since the majority of people utilise social media, it can be concluded that individuals are greatly influenced by social media influencers. As a result, new rules regulating social media influencers must be developed in order to protect consumers and their behaviour.