Social media influencers have emerged as a pivotal force in contemporary digital marketing, reshaping how consumers perceive, evaluate, and purchase products. This study investigates consumer perceptions regarding the utility and authenticity of products promoted by social media influencers. Through a quantitative research design using a structured questionnaire, data was collected from 210 respondents via snowball sampling. The findings reveal a high level of engagement and trust in influencers, particularly those active on platforms like Instagram and YouTube. Consumers primarily value influence credibility, content relevance, and product authenticity in shaping their purchase decisions. The analysis also differentiates the perceived effectiveness of micro vs. macro influencers, highlighting the nuanced role of follower engagement and content quality. Despite concerns about sponsored content, consumers report generally high levels of satisfaction with their influence-driven purchases. These results underscore the importance of authenticity and strategic platform selection in influenced marketing campaigns. The study offers actionable insights for brands seeking to optimize influencer collaborations and enhance consumer trust.
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