Sarcouncil Journal of Economics and Business Management

Abstract: The rapid expansion of digital technologies and social media platforms has transformed traditional marketing practices, leading to the emergence of influencer marketing as one of the most effective promotional strategies in the contemporary business environment. Influencers possess the ability to shape consumer attitudes, perceptions, and purchase decisions through authentic content, personal branding, and audience engagement. This study examines the impact of influencer marketing on consumer purchase behaviour in the digital economy. The research explores the evolution of influencer marketing, factors influencing consumer purchasing decisions, emerging trends, opportunities for businesses, and challenges associated with influencer-driven promotions. The study is based on secondary data collected from academic journals, industry reports, market surveys, and digital marketing publications. The findings reveal that influencer credibility, trustworthiness, expertise, content quality, and audience engagement significantly affect consumer purchase intentions. Furthermore, the increasing use of artificial intelligence, short-form video content, and micro-influencers is reshaping the future of digital marketing. Despite its effectiveness, influencer marketing faces challenges related to authenticity, regulatory compliance, fake followers, and ethical concerns. The study concludes that influencer marketing will continue to play a pivotal role in shaping consumer behaviour and business competitiveness in the digital era.