Section Article

The Construction of Cultural Norms and Consumer Behavior by Social Media Influencers
Author(s): Rekha Devi

Abstract
The rise of social media has significantly transformed the way cultural norms and consumer behavior are shaped with influencers playing a crucial role in defining societal values and market trends. This research examines how social media influencers contribute to the construction of cultural norms and consumer preferences reshaping traditional advertising models and influencing identity formation. By employing a multidisciplinary approach that incorporates insights from marketing sociology psychology and digital media studies this paper explores how influencers create reinforce and modify cultural expectations while guiding purchasing decisions. The findings indicate that social media influencers act as powerful mediators between brands and consumers utilizing authenticity aspirational messaging and digital engagement strategies to shape behavioral patterns. Additionally the research highlights ethical concerns such as the manipulation of public perception the rise of materialism and the potential for misinformation in influencer marketing. This study underscores the need for regulatory frameworks media literacy initiatives and consumer awareness programs to foster a more responsible and balanced approach to digital influence. Ultimately the study calls for a deeper understanding of the evolving relationship between influencers culture and consumer behavior to ensure a more ethical and transparent digital economy.