Social media influencers have emerged as powerful intermediaries in shaping consumer preference and driving purchasing decisions in the digital marketplace. In this context, influencer marketing has become particularly relevant for women-led brands seeking to enhance visibility, credibility, and consumer engagement in highly competitive online environments. This study examines the role of social media influencers in promoting women-led brands focusing on their impact on consumer trust, brand preference, repeated engagement and purchase intentions. Using a quantitative research design, data were collected from 76 respondents through an online survey. Respondents were selected based on their engagement with women-led brands promoted by influencers on platforms such as Instagram, YouTube, and others. The findings reveal a strong positive correlation between influencer and consumer trust, brand preference, purchase intensions in women-led brands. The study also highlights the importance of preference authenticity, as influencers with relatable and genuine content were more effective in driving positive consumer preferences. Recommendations include selecting influencers whose values align with the brand and emphasizing authentic storytelling to foster deeper consumer connections. This research contributes to the growing body of literature on digital marketing and entrepreneurship, offering a nuanced understanding of the dynamics between influencers and women-led brands.
