The Role of Social Media Influencers in Shaping Consumer Brand Preferences

Abstract

Social media influencers acting as powerful drivers of consumer brand preference have revolutionized traditional marketing dynamics in the age of digital media. In this review article, we examine how influencers impact consumer decisions through emotional triggers, social proof, trust building, and brand storytelling. The study highlights the increasing relevance of micro-influencers, who have smaller but highly engaged audiences and give brands an authentic and cost-effective way to reach niche markets. In addition, the role of artificial intelligence (AI) in influencer marketing is discussed, including how AI-powered tools improve influencer discovery, campaign optimization, and performance measurement. We’ve seen social commerce integrated into platforms like Instagram and TikTok and influencers now can connect directly with consumers through influencer content facilitating a direct purchase. We also discuss ethical issues such as transparency in influencer–brand relationships and misinformation management to provide insights into the changing nature of the industry. Finally, we explore what’s next: the rise of micro-influencers, the ever-expanding role of AI, and the shifting focus on diversity and inclusion in influencer marketing. Brands are recommended to prioritize authenticity, use technology, and be inclusive to stay ahead in the fast-changing digital marketplace.