Transforming Consumers' Choices: The Role of Social Media Influencers in Shaping Purchasing Decision

Abstract

Social media influencers (SMIs) have surpassed traditional marketers in shaping contemporary consumer decision-making, particularly among younger cohorts. By employing advanced celebrity-branding strategies and multimodal narrative techniques, influencers construct persuasive product discourses that effectively stimulate consumer engagement and purchasing behaviour. Elevated engagement metrics on Markomi’s IGT platform demonstrate a measurable influence on the purchasing patterns of younger audiences. Despite this impact, sustaining perceived authenticity while cultivating a coherent brand identity remains a substantive challenge. This paper identifies significant gaps in existing scholarship, especially regarding longitudinal analyses of influencer-branding cycles and interdisciplinary intersections spanning marketing, sociology, and political communication. Empirical evidence indicates that Gen Z and millennial consumers, who are consistently exposed to audiovisual content, exhibit heightened purchase responsiveness to endorsements delivered through IGT, YouTube, and TikTok. The study underscores the necessity for marketers to adopt integrative strategies that reinforce the credibility of influencer personas without undermining consumer trust, supported by rigorous ethical standards to ensure enduring relevance and value.