Abstract: This study examines the effectiveness of influencer marketing in enhancing consumer engagement, trust, and brand impact. With the growing prominence of social media platforms, influencers have become key players in digital marketing strategies. By comparing the performance of macro-influencers (with large followings) and micro-influencers (with smaller, more niche audiences), the research evaluates how different influencer types influence consumer perceptions and behaviors. The findings indicate that micro-influencers generate higher levels of trust and engagement, while macro-influencers are more effective at increasing brand visibility. Overall, influencer marketing significantly improves purchase intent and brand recall compared to traditional advertising. The study concludes that authenticity and audience alignment are critical to maximizing the return on influencer-driven campaigns. These insights offer practical implications for marketers seeking to leverage influencers for targeted and effective brand communication.

Keywords: Influencer marketing, social media, consumer engagement, brand awareness, purchase intent, micro-influencers, macro-influencers, digital marketing, consumer trust, marketing strategy.

| DOI: 10.17148/IARJSET.2025.125226