To understand the effectiveness of Influencer Marketing (IM), the study of consumer behavior regarding the influence plays a vital role. Without understanding behavioral approach towards the trend it is impossible to gauge the sustainability of the practice and the stability of the professional influencers, which is being, considered to be one of the lucrative freelancing in 21st century. In this paper, we propose a model based on the norm activation theory and the theory of planned behavior with the integration of influencing factors as a mediator and social media awareness as a moderator to bridge the gap between the intention and behavior.