Authors:- Tiana Kukreja

Abstract- In recent years, marketing has dramatically shifted with the rise of influencer marketing. Social media influencers (SMIs) with significant followings and authenticity are now pivotal in reaching target audiences, bolstering brand awareness, and driving revenue. Brands collaborate with SMIs, creating a symbiotic relationship that promotes products and enhances brand appeal. Understanding the impact on brand trust and consumer loyalty requires examining alignment with target audiences, influencer reach, engagement levels, follower demographics, and brand sentiment. Influencers provide a more relatable alternative to traditional endorsements, reshaping marketing paradigms. This study explores how influencer marketing affects consumers using a social media influencer value model that highlights advertising value and source credibility. An online survey reveals that informative, trustworthy, attractive, and relatable influencer content boosts trust in branded posts, increasing brand awareness and purchase intentions. Additionally, the study examines how demographic factors like gender, income, and education affect the relationship between SMIs and choice imitation, offering insights for strategies to enhance brand loyalty and consumer engagement.