THE ROLE OF SOCIAL MEDIA INFLUENCERS IN SHAPING E-COMMERCE TRENDS AND CONSUMER BEHAVIOR

Abstract

Abstract

Social media influencers have emerged as pivotal figures in shaping contemporary e-commerce trends and consumer behavior. This paper explores the multifaceted role influencers play in the digital marketplace, focusing on their ability to sway consumer decisions through authentic engagement, trendsetting, and strategic brand partnerships. Influencers bridge the gap between brands and consumers by providing personalized product recommendations, creating aspirational content, and fostering a sense of trust and authenticity. Their impact extends beyond traditional advertising by leveraging social proof, triggering FOMO, and directly engaging with niche audiences. This abstract encapsulates the evolving dynamics of influencer marketing and its profound implications for e-commerce strategies in an increasingly interconnected and competitive landscape.