Другое: Аннотация к работе на английском языке

The relevance of this research lies in the growing importance of digital marketing in today's business environment. The main objective of this study is to analyze the impact of social media influencers on consumer purchase behavior. The object of the research is social media platforms, specifically Instagram and YouTube, where influencers play a significant role in promoting products and services. The problem addressed in this study is the lack of comprehensive understanding of how influencers affect consumer decision-making process and what factors contribute to their influence. By conducting a thorough analysis of existing literature and applying statistical methods, this research aims to provide valuable insights for marketers and businesses on how to effectively utilize social media influencers to drive consumer engagement and increase sales.