Social media has fundamentally changed the way brands communicate with their customers. Among the many changes it has brought, the rise of social media influencers stands out as one of the most impactful shifts in modern marketing. Influencers individuals who have built significant followings on platforms like Instagram, YouTube, Facebook, and Twitter now play a central role in shaping what people think, what they desire, and ultimately what they buy.

This study examines the impact of social media influencers on consumer behaviour, with a focus on how influencer credibility, content quality, follower engagement, and platform type affect the purchase intentions and brand perceptions of consumers. A descriptive research design was used, and data was gathered through a structured questionnaire administered to 150 respondents from various age groups and professions. The findings reveal that a majority of consumers are significantly influenced by social media personalities when making purchasing decisions, especially in categories like fashion, beauty, food, and electronics. The study further finds that trust and authenticity of the influencer are the strongest predictors of positive consumer response.