Lesko Charles Jr.Mavroudara, Argyro2025-06-052025-06-052025-07July 2025July 2025http://hdl.handle.net/10342/14053The research investigates how social media influencers influence purchasing decisions among millennial consumers who demonstrate exceptional virtual platform involvement. The demographic of millennials who were born between 1981 and 1996 shapes itself through digital growth since they spent their lives during the online digital era which changed how people make purchasing decisions. Research focuses on analyzing the ways social media influencers modify brand reputation and consumer trust while they interact with culturally varied individuals who belong to the millennial generation. The research uses meta-analysis to bring together multiple secondary sources from published studies for a comprehensive investigation of influencer and millennial consumer relations. The study analysis primarily consists of reviewing existing literature about the subject to uncover major trends despite initially planning first-hand data acquisition. Research demonstrates that millennial consumers develop more trust in influencers whose character and background matches their own suitability pancultural profile. Changes in millennial attitudes and behaviors toward influencers depend heavily on the cultural and regional background they belong to. The last part stresses the necessity for businesses to develop marketing methods that adapt to cultural differences when they aim to connect with millennial consumers. Brands need to build sustained authentic relationships with influencers because authenticity together with credibility serve as fundamental factors for influencing successful consumer interaction and buying choices. The findings improve the comprehension of influencer marketing because they emphasize why brands should modify their digital plans to match changing consumer patterns. Social media influencers represent a substantial component of contemporary marketing strategies since they influence the outcome of future marketing campaigns targeting millennial audiences.application/pdfEducation, TechnologyMaster's Thesis2025-05-22