International Journal on Science and Technology

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Call for Paper Volume 16 Issue 4 October-December 2025 Submit your research before last 3 days of December to publish your research paper in the issue of October-December.
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Volume 16 Issue 4
October-December 2025

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The Strategic Rise of Social Media Influencers: Disruption and Opportunities in Modern Marketing Channels

Author(s) Prof. Jennifer Hoshi Bacha, Dr. Indra Meghrajani
Country India
Abstract The explosive growth of social media platforms has reshaped global marketing practices, positioning influencers as pivotal mediators between brands and audiences. This paper examines the strategic role of influencer marketing by analyzing its evolution, theoretical underpinnings, typologies, and emerging ethical challenges. Drawing from secondary data, industry reports, and scholarly literature from 2011–2025, the study finds that micro and nano influencers outperform traditional marketing models in engagement, trust, and cost-effectiveness. The results highlight how authenticity and parasocial interactions foster stronger purchase intentions, particularly among Generation Z and Millennials. Furthermore, the paper underscores the need for ethical accountability and transparency in influencer partnerships to sustain long-term brand trust.
Keywords Social Media Influencers (SMIs), Influencer Marketing, Digital Marketing Strategy, Consumer Behavior, Parasocial Relationships, Authenticity and Trust, Engagement and ROI, Generation Z and Millennials, Micro and Nano Influencers, Social Proof, AI and Virtual Influencers, Ethical Transparency, Brand Trust, Marketing Communication, Digital Opinion Leaders, Content Personalization, E-commerce Transformation, Integrated Marketing Communication
Field Business Administration
Published In Volume 16, Issue 4, October-December 2025
Published On 2025-10-12
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