Social media influencer marketing is a recent innovation in digital advertising. Social media influencers are those who use images, videos, and other posts on social media platforms to affect consumers' impressions of a company or product. Social media advertising is done extremely subtly, almost subconsciously, and has a long-lasting effect on the public. When executed well, it engages the user, is interactive, and creates a relationship with them rather than just appealing to their logical side. Influencer marketing is becoming more popular as a result of word-of-mouth marketing trends. Organisations are recognising the potential of influencers in influencing a purchasing choice as customers use social media platforms. The purpose of this paper is to provide a comprehensive overview of influencer marketing prospects and problems, as well as to determine the relative influence of influencer marketing on consumer purchasing behaviour. According to the study, peer influence had no impact on consumer behaviour, but attitudes toward influencers and a perception of behavioural control that permits an increase in domain knowledge did. According to the findings, credibility of influencers is significantly influenced directly by trustworthiness, information quality, and entertainment value, as well as significantly influenced indirectly by these factors and consumers' intention to make purchases. Additionally, a consumer's desire to make a purchase is directly influenced by the credibility and trustworthiness of an influencer.