This paper explores the role of influencers in modern marketing, with a particular focus on their impact and the misconceptions surrounding them. The aim is to analyze how influencers shape consumer decisions, understand the importance of their authenticity, and consider the economic aspects of influencer marketing. The paper also examines the critiques and misconceptions related to influencers, including stereotypes, prejudices, and the perception of their work as easy. Based on the reviewed literature, it is evident that influencers significantly affect purchasing decisions and brand building, but there are also challenges regarding ethical issues and gaps in current research. It is recommended that brands collaborate with authentic influencers, focus on a smaller number of highly engaged influencers, and prioritize long-term relationships. Furthermore, continued research in this area is essential to understand the longterm effects and develop better strategies.