Abstract:
With the rise of influencer marketing over the last two decades, social media influencers have emerges as a highly effective tool for mass promotion and advertising. It entails brands hiring social media celebrities to endorse their products or services in an attempt to persuade those who follow the ‘influencer’ to buy the brand’s products or services. This approach has proven effective for numerous brands, ut desired outcomes do not always occur for a variety of reasons. This is because a variety of factors influence how a social media post is perceived. There are numerous influencers operating on various social media platforms, ach each of them has created their own distinct image in the minds of their followers. That image frequently determines the impact of information passed on through the influencer to the follower. This study looks into the impact of social media influencers on purchase intent while having brand reputation play a moderating role
