Impact of Social Media Marketing and Influencer Marketing on Business and Consumers

Abstract

AbstractThis study examines the dual impact of social media marketing (SMM) and influencer marketing (IM) on business outcomes and consumer behavior. Using a descriptive research design with a sample of 135 respondents, this research investigates brand awareness, customer engagement, purchase intentions, and trust factors associated with these digital marketing strategies. Findings reveal that 76% of respondents acknowledge social media's significant role in enhancing brand awareness, while 83% report being influenced or open to influence in their purchasing decisions. Regarding influencer marketing, 67% of users actively engage with influencer content, with authenticity (52%) and expertise (54%) emerging as critical trust drivers. However, the study also identifies notable challenges including algorithm dependency, ROI measurement difficulties, and consumer concerns about authenticity and data privacy. The results suggest that while SMM and IM have revolutionized business-consumer interactions, their effectiveness depends heavily on transparency, ethical practices, and meaningful engagement. Implications for marketers and recommendations for future research are discussed.Keywords: social media marketing, influencer marketing, consumer behavior, brand awareness, digital marketing, purchase intentio