IMPACT ON BRAND TRUST AND CONSUMER BEHAVIOR: LEVERAGING SOCIAL MEDIA INFLUENCERS TO DRIVE CREDIBILITY AND ENGAGEMENT ACROSS INDUSTRIES

The research on Influencer Marketing explores its impact on brand trust and consumer behavior, examining how businesses leverage social media influencers to enhance credibility and engagement. The study involved a mixed-methods approach, combining quantitative surveys of 1,000 consumers and qualitative interviews with 50 businesses. Results showed that 92% of consumers trust influencer recommendations over traditional advertising, and influencer campaigns led to a 24% increase in brand credibility and a 37% higher purchase intent compared to conventional methods. However, 78% of marketers struggle to measure the return on investment (ROI). The study concludes that influencer marketing is a growing industry, projected to reach $15 billion by 2024, and emphasizes the need for advanced tools to measure long-term impact.