Purpose: The rise of social media has given birth to a new marketing paradigm, influencer marketing. This strategy leverages individuals with significant online followings to promote brands and products. While its popularity has surged, the empirical evidence regarding its effectiveness and the challenges it poses is still emerging. Design/ Methodology: The study's information collected from secondary sources like magazines, books, and journal papers that were found using search engines like Google Scholar, Researchgate, and others. Results: The findings indicate that influencer marketing significantly affects consumer purchasing decisions, particularly among younger demographics. Trust and relatability of influencers were key factors driving this impact. Brands endorsed by influencers were generally perceived more positively, with increased brand awareness and loyalty reported. Originality Value: This study aims to investigate the impact of influencer marketing on consumer behavior and brand perception, and to identify the primary challenges faced by businesses in implementing influencer marketing strategies.