Authors: Assistant Professor – Anjor Sawant
Abstract: Influencer marketing has emerged as a prominent digital marketing strategy in which individuals with significant online presence influence consumer perceptions and behavior. Brands increasingly collaborate with social media influencers to communicate their values, promote products, and build long-term relationships with consumers. This research paper examines the role of influencer marketing in shaping brand trust and brand loyalty. The study explores how influencer credibility, authenticity, transparency, and audience engagement contribute to consumer trust and loyalty toward brands. The findings suggest that influencer marketing plays a crucial role in strengthening brand trust, which subsequently enhances consumer loyalty and long-term brand relationships.
