Date of Publication :5th December 2024

Abstract: Social media influencers (SMIs) emerged as powerful voices in shaping brand perception and leveraging followers based on the impact of consumer behaviour and opinions. The article evaluates the role of SMIs in influencing the perception of a brand through the lens of marketing concepts like consumer engagement, brand loyalty and brand equity. Through examining the method of SMI through using communication with the audience the study identifies key factors which make influencer marketing effective brand strategies while seeking to enhance their presence in the market. The research employs a secondary qualitative method and draws insight from existing studies and industry reports to understand the dynamics of brands and influencers. The findings suggest that th e authenticity, relatability, and credibility of SMIs play critical roles in shaping brand perception, ultimately influencing consumer purchasing decisions. The study concludes the strategic implications for marketers to collaborate with the influencers of the digital marketplace.

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