INTERNATIONAL JOURNAL OF ADVANCE RESEARCH
IN MULTIDISCIPLINARY

In the digital era, where social media platforms such as Instagram, YouTube, and Facebook have emerged as primary sources of news and information, social media personalities significantly influence public perception and behavior. These digital influencers, often perceived as relatable and trustworthy figures, blur the lines between personal opinion, sponsored content, and factual information. This paper explores the impact of social media influencers on how audiences assess the credibility and authenticity of the information they consume. By employing a mixed-methods research approach-including a comprehensive literature review, structured online surveys with diverse demographics, and qualitative content analysis of influencer posts-the study investigates how trust is built in the online environment. It further examines the psychological, social, and behavioral mechanisms that lead followers to rely on influencers as credible sources of information, particularly in lifestyle, consumer, and health-related domains. The findings reveal critical insights into the formation of digital trust and offer implications for policy, platform design, and digital media literacy.