Suman, PPSumanD, GanesanGanesanD2025-07-212025-07-212025-0132p.https://gnanaganga.alliance.edu.in/handle/123456789/8386Social media have integrated themselves into daily activities in the last ten years, changing communication, interaction, and purchasing decisions. Today, three major social media platforms – Instagram and YouTube have made billions of people around the world conscious and come out to stand as vital marketing channels. These platforms offer the brands direct access to consumers through which they can connect and display their products or services in ways that are authentic, engaging, and relevant to the digital crowds. This has led to the emergence of influencer marketing; basically, where brands partner with online personalities known as social media influencers. Influencers are people who have garnered trust and a loyal following within a specific niche such as fashion, fitness, beauty, technology, and lifestyle.enMarketing ManagementConsumer PerceptionSocial Mediadissertation