From Passive Recipients to Active Participants: The Role of Social Media in Shaping Consumer Decision-Making

ABSTRACT

This research paper investigates the transformative role of social media influencers (SMIs) in shaping consumer decision-making processes within the digital marketing landscape. As consumers evolve from passive recipients to active participants in brand engagement, SMIs have emerged as pivotal figures, leveraging perceived authenticity and relatability to influence purchasing behaviors. This study examines key attributes of influencers, such as source credibility, relatability, and consumer engagement, to understand their impact on consumer attitudes and decision-making. By synthesizing recent literature on influencer marketing, user-generated content, and community dynamics, this paper highlights the shifting paradigms of consumer trust and brand relationships. The findings provide valuable insights for marketers seeking to navigate the complexities of digital consumer behavior, emphasizing the importance of authentic communication and community engagement in influencer strategies.

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