IMPACT OF INFLUENCER MARKETING ON CONSUMER ENGAGEMENT AND BRAND PERCEPTION
DOI:
https://doi.org/10.29121/ijetmr.v13.i4.2026.1763Keywords:
Influencer Marketing, Consumer Engagement, Brand Perception, Influencer Credibility, Social Media Strategy, Brand Trust, Digital MarketingAbstract
Influencer marketing in the digital world has turned into a trendy approach that enables businesses to connect with consumers through the voice of reputable figures on platforms such as Instagram, YouTube, and Tik Tok. Conventional advertising was often not relatable, sincere, or trustworthy, which this form of marketing offers. This study aims to explore the impact of influencer marketing on brand perception and consumer engagement. Specifically, it examines the impact of marketing strategies, the type of content, and the reputation of influencers on customer perceptions and brand trust. A primary data gathering method was used in a quantitative study design. One hundred randomly chosen respondents were given a standardized questionnaire. Regression and correlation tests were used in SPSS to evaluate the data, which was gathered via Google Forms, and look at the correlations between the variables. Findings indicate that influencer marketing techniques can account for more than three-quarters of the variance, and they significantly enhance consumer interactions. Furthermore, there is a high correlation between influencer credibility and brand authenticity and trust, and 56.4% of consumers' perceptions are influenced by the sort of material. These results underscore the importance of realistic engaging content when it comes to establishing positive brand relationships. Influencer marketing is one of the most effective tactics to engage with more people and increase brand awareness. By investing in authentic influencer collaborations and numerous content programs, brands are in a more favorable position to foster loyalty and build long-lasting customer relationships.
Downloads
References
Chacko, A. (2025). The Benefits of Influencer Marketing (+ What the C-Suite Cares About).
Hamzah, Z. L., Abdul Wahab, H., and Waqas, M. (2021). Unveiling Drivers and Brand Relationship Implications of Consumer Engagement with Social Media Brand Posts. Journal of Research in Interactive Marketing, 15(2), 336–358. https://doi.org/10.1108/JRIM-05-2020-0113
Influencity. (2024). The Future of Influencer Marketing: Trends and Predictions for 2030.
Jaitly, R. C., and Gautam, O. (2021). Impact of Social Media Influencers on Customer Engagement and Brand Perception. International Journal of Internet Marketing and Advertising, 15(2), 220. https://doi.org/10.1504/IJIMA.2021.114336
Kour, P. (2015). The Impact of Meme Culture on Brand Perception: Assessing How Meme Marketing Influences Engagement and Relatability.
Kumar, R., Prabha, V., Kumar, M., Rehal, P., Samanta, P., and Singh, P. K. (2025). Influencer Marketing: A Review and Research Agenda Using VOSviewer. Abhigyan, 43(2), 179–197. https://doi.org/10.1177/09702385241289368
Liu, S. (2021). The Impact of Influencer Marketing on Brand Engagement: A Conceptual Framework. https://doi.org/10.2991/assehr.k.211220.383
Mason.wm. (2023). Shaping Brand Perception with Customer Participation.
Mohammad, A. A. S., Aityassine, F. L. Y., Al-Fugaha, Z. N. A., Alshurideh, M. T., Alajarmeh, N. S., Al-Momani, A., Al-Shanableh, N., Alzyoud, M., Al-Hawary, S. I. S., and Al-Adamat, A. M. (2024). The Impact of Influencer Marketing on Brand Perception: A Study of Jordanian Customers Influenced on Social Media Platforms (363–376). https://doi.org/10.1007/978-3-031-56015-6_29
Mursalin, A., Purbaningsih, Y., Fadjar Boediman, S., Siagawati, M., and Hendrik Sitaniapessy, R. (2023). Understanding AI-Driven Influencer Marketing. International Journal of Humanities, Social Sciences and Business (INJOSS), 2(3), 443–455. https://doi.org/10.54443/injoss.v2i3.90
Nunes, N. (2025). Top Influencer Marketing Trends [Updated for 2025].
Sijabat, L., Rantung, D. I., and Mandagi, D. W. (2023). The Role of Social Media Influencers in Shaping Customer Brand Engagement and Brand Perception. Jurnal Manajemen Bisnis, 9(2), 280–288. https://doi.org/10.33096/jmb.v9i2.459
Singh, R., Tiwari, D., and Tiwari, H. (2023). Influencer Marketing: Concepts, Practices, and Strategies: An Overview. EPRA International Journal of Environmental Economics, Commerce and Educational Management, 6–12. https://doi.org/10.36713/epra14005
Singh, S. (2024). The Convergence of Data Analytics and Influencer Marketing (1–18). https://doi.org/10.4018/979-8-3693-7773-4.ch001
Xu, Y. (2024). Strategic Engagement and Brand Perception: An Analysis of Social Media Marketing in the Luxury Automobile Industry. Advances in Economics, Management and Political Sciences, 105(1), 56–63. https://doi.org/10.54254/2754-1169/105/20241948
Yong, S. C. S. C., Gao, X., and Poh, W. S. (2024). The Effect of Influencer Marketing on Consumer Engagement and Brand Loyalty. International Journal of Multidisciplinary: Applied Business and Education Research, 5(7), 2357–2364. https://doi.org/10.11594/ijmaber.05.07.02
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Muskan Yadav, Dr. Namrta Gupta
This work is licensed under a Creative Commons Attribution 4.0 International License.
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere.
- That its release has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
Copyright
Authors who publish with International Journal of Engineering Technologies and Management Research agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
For More info, please visit CopyRight Section
