This study explains the consequences of influencer marketing on rural consumer behaviour in Keonjhar district of Odisha. With the increasing adoption of smartphones and internet connectivity, rural consumers are increasingly exposed to digital content, including that created by social media influencers. This paper examines how such interaction is transforming purchasing decisions, product awareness, and brand preferences among rural consumers. Using a mixed method way, the research uses survey data to take interviews from 150 rural consumers across five blocks of Keonjhar. The findings shows a great impact of regional and micro-influencers on buying behaviour, especially in categories like fashion, mobile phones, and FMCG products. The study explains both the strength and weakness of leveraging influencer marketing in rural markets and provides strategies for best and effective engagement in market.