The Influence of Social Media and Influencer Marketing on Consumer Buying Behavior

Abstract

The purpose of this study is to examine more deeply the influence of social media marketing and influencer marketing on consumer buying behavior, based on previous studies. The continuous development of technology drives marketing innovation where social media becomes the main platform in building brands and influencing consumer purchasing decisions. The results of the review indicate that social media marketing and influencer marketing have a positive influence on consumer buying behavior. Psychologically, source credibility, self- congruence, and social trust are the triggers for buying decisions. Therefore, social media does not only function as a promotional tool but also as an important factor in building brand awareness and consumer trust in the digital era.