In the digital age, influencer marketing became a significant strategy for shaping consumer
behavior, especially among social media users. This study examined its effectiveness in influencing
consumer choices to help brands understand the impact of digital influencers on purchasing decisions and
brand perception. The research was conducted in Fairview, Quezon City, the research followed a
quantitative approach with a descriptive design. A purposive sampling method was used to select 398
respondents who actively engaged with influencer-driven content and made purchases based on online
influence. Data were collected through a structured survey questionnaire divided into three sections. The
first gathered demographic details, the second evaluated the impact of influencer marketing, and the third
analyzed its influence on consumer behavior. The results indicated a significant effect of influencer
marketing on both demographic factors and consumer buying behavior. The study provided valuable
insights into the role of influencers in modern marketing and their influence on consumer preferences.
Additionally, the research highlighted key areas for future studies, helping businesses refine their
influencer marketing strategies to boost engagement, build trust, and improve conversion rates in the
digital market.