Navigating Consumer Engagement

Abstract

Consumer engagement is paramount in the digital era, where people actively engage with brands. The importance of social media influencers in influencing customer behavior has grown in the current digital environment. The digital era has changed how consumers interact with brands and judge what to buy. Most information and engagement now occur on social media platforms, and customers frequently look to influencers to help them make decisions. Nowadays, influencer marketing is a multi-billion-dollar business. Brands are forming influencer partnerships with various industries to connect and interact with their target consumers. Given the significant investments in the field, evaluating influencer marketing's success and impact is essential. The study explores social media influencers' crucial role in influencing customer choice. This chapter's goals are to thoroughly examine consumer engagement dynamics and expose the power that social media influencers possess.