Assessing the impact of influencer marketing on brand value and business revenue: An empirical and thematic analysis

Abstract

This paper aims to empirically assess the multifaceted impact of influencer marketing on brand value and business revenue, highlighting how influencer credibility, professionalism, and consumer satisfaction in digital engagements drive purchase intentions and brand enhancement. It explores the evolving dynamics within digital ecosystems where content co-creation and social media interactions foster consumer-brand relationships and generate measurable economic outcomes. Recognizing the strategic role of authenticity and trust, the study underscores the need for transparent collaborations and data-driven influencer strategies to sustain competitive advantage in contemporary markets.