XIBA Business Review

2025 | Volume 8 | Issue Issue 2

A Study on Influencers Marketing Strategies in Social Media

1. M. Rajee – Kamaraj College, Thoothukudi, Tamil Nadu, India.

2. P. Saranya – Kamaraj College, Thoothukudi, Tamil Nadu, India.

Received
20-Jan-2026 		Accepted
- 		Published
20-Jan-2026
Abstract
Social media influencers have emerged as key intermediaries between brands, products, services, consumers and leveraging their perceived authenticity, credibility, reliability and trust. This study investigates the influencer marketing strategies in social media. The research explores how factors such as influencer credibility, trustworthiness, content quality, audience engagement, and perceived expertise contribute to consumer decision-making processes. Findings from this study are expected to highlight the extent to which influencer marketing strategies contribute to brand awareness, consumer trust, and purchase behavior.
Keywords Social Media Influencers, Marketing Strategies, Influencer Marketing
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