Impact of Social Media Influencers on Consumer Engagement and Its Consequences in the Emerging Environment of Metaverse

The purpose of the chapter is to study the impact of social media influencers on shaping customer engagement. The primary research was conducted to derive the people's perceptions regarding the social media influencers' roles. The survey of 1013 consumers, mainly young and middle-aged educated consumers who are following more than one social media influencer, reveals that social media influencers significantly impact consumers' perceived brand value, satisfaction with brand ,and favourability of brand.