This study investigates how social media influences consumer behavior by analyzing marketing strategies and influencer partnerships that impact purchasing choices and brand interaction. Examining 10 recent scholarly papers, the study thematically gathers notable findings on how social media platforms, user-created content, and influencer recommendations impact consumer trust, brand perception, and purchasing habits.

The results indicate that consumer behavior is significantly influenced by social media marketing, especially when done through influencer collaborations and genuine brand communication. Key drivers include the importance of influencers, the genuineness of content, and the level of consumer involvement. Moreover, the research highlights possible dangers, such as critical commentary that could harm the image of the brand if not handled properly. Suggestions for enhancing the influence of social media on consumer behavior involve personalized engagement, enhancing the genuineness of content, collaborating with influencers who have similar values, and responding to negative feedback promptly.

Keywords: Social Media Marketing, Consumer engagement & behaviour, Influencer marketing, Brand perception, Purchasing decisions, Social media influencers, User-generated content (UGC)