ABSTRACT

Social Media and the internet have changed the way that businesses target consumers' emotions, attitudes, and preferences. This study examines the way that businesses utilize social media influencers, content creators who attract large followings who promote different products or services. Social media and the use of influencers has changed the purchase funnel, the journey toward the purchase of a specific good or service, by targeting customers who already feel a personal connection to the influencer. While this kind of targeted advertising provides consumers with more relevant choices for products and services, most consumers aren’t aware that they are being targeted. Online platforms can make it difficult for consumers to know what is credible and why they see certain advertisements. This is why consumers need to develop skills and acquire tools to make conscious decisions regarding their purchase intentions and where they focus their attention. This study offers three guidelines in order to give customers a greater sense of control over their choices in the digital marketing age.