Abstract

With the growing pace of digitalization and technical innovation, social media influencer marketing has rapidly increased as brands are investing a huge amount in influencer marketing. Influencer marketing is predicted to increase on every social media platform and is every brand's secret of investment, as a huge return on investment is observed. Electronic word-of-mouth is the feature through which customers post reviews and recommendations to others which influences customers' purchase behavior. This study aims to identify the importance of social media influencers and the brand's collaboration with them and its impact on consumers. This study concluded that technology and innovation have a positive impact on influencer marketing and consumer behavior.