As a result of the fast-expanding use of social media and the rising expenses involved with marketing via digital and social media platforms, businesses have been pushed to develop creative advertising methods. Influencer marketing is a prominent approach that connects online personas and bloggers with brands or services, who then target social media consumers in order to influence their purchasing behaviour. The purpose of this article is to provide readers with a thorough introduction to the concept of influencer marketing as well as a discussion of the factors that impact consumers' willingness to make a purchase. According to prior research, trust plays a vital part in influencer marketing and has a positive impact on consumer behaviour toward the product or service being sold. Trust evolved as a necessary characteristic. According to previous research, consumers trust influencer’s recommendations more than brand marketing and believe influencers are reliable/credible sources of information, are trustworthy, and give original material. They also indicated that they felt influencers care about their followers and would not engage in unconfirmed advertising. The study's goal is to emphasise the significance of trust in influencer marketing.

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Keywords: Influencer Marketing, Marketing Strategy, Consumer behaviour.