THE ROLE OF INFLUENCER MARKETING IN SHAPING BRAND IMAGE
Keywords:
Keywords: influencer marketing, brand image, brand identity, consumer perception, digital marketing, brand credibilityAbstract
In the contemporary digital landscape, influencer marketing has emerged as a pivotal strategy for brand communication and image development. This study examines how influencers impact consumer perceptions, brand credibility, and overall brand identity. By analyzing multiple case studies of successful influencer campaigns and assessing consumer engagement metrics, the research highlights the mechanisms through which influencers shape brand image. The findings indicate that authentic, relatable, and strategically aligned influencer collaborations enhance brand visibility, trust, and loyalty. The study also discusses potential risks, including misalignment between influencers and brand values, and provides recommendations for optimizing influencer marketing strategies.
References
1. Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, “micro-celebrity” and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208.
2. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product–endorser fit. International Journal of Advertising, 39(2), 258–281.
3. Uzun, A., & Yilmaz, C. (2021). The effects of influencer marketing on brand loyalty: The mediating roles of brand image and consumer engagement. Journal of Marketing Theory & Practice, 29(4), 457–475.
