The Impact of Social Media Influencers on Consumer Behavior in Digital Marketing

Abstract

This paper presents key insights about the impact and effects of social media influencers on consumer behaviour. According to researched studies, social media influencers impact consumer behaviour in emotional and cognitive context, also impacting their decisions of purchasing and consuming products. An examination of positive and negative effects on consumer psychology impacted by influencers is also provided in order to fully understand consequences of influencer type digital marketing.