In today's dynamic business environment, social media and digital marketing have become central components for companies' success and survival. With the rapid development in digital communication, marketing strategies have undergone significant changes. This study examines consumers' perceptions of organic marketing compared to paid influencer marketing on social media, as well as the effects these strategies have on consumer engagement and customer loyalty. The purpose of the study is to explore and compare organic marketing and paid influencer marketing on social media, with a focus on consumer perceptions. Thus, the research question is: How do consumers perceive organic marketing compared to paid influencer marketing on social media, and how do these strategies affect consumer engagement and customer loyalty? The central theories of the study are: The framework for organic marketing, The framework for the effect of OIM, Customer Relationship Management, Brand Trust and Parasocial Interaction.The investigation employs a qualitative research methodology with in-depth interviews as the data collection method. A total of eight in-depth interviews were conducted with consumers aged 18-25. The study is grounded in a theoretical framework and data collection that highlight how different marketing strategies not only affect consumer behaviors but also their perceptions of brand trust and engagement. The results show that organic marketing is perceived as more authentic and less intrusive, which strengthens consumer trust and creates long-term engagement. Paid influencer marketing, on the other hand, is effective in quickly generating attention and immediate engagement due to the influencers' credibility and relationships with their followers. The study emphasizes that a combination of these two strategies, focusing on authenticity and transparency, can be most effective in building strong and lasting customer relationships. In conclusion, the study's findings suggest that companies should use organic marketing to foster genuine relationships and influencer marketing to reach new audiences and increase visibility