A Study of Influencers’ Marketing and its Impact on Brand Engagement

Abstract

With the rise of social media, influencer marketing has emerged as a new and effective brand marketing method that marketing managers are interested in. This paper provides a dual-route effect research approach based on existing literature to better understand the impact of influencer marketing on brand engagement. The reputation of the influencer, followed by the credibility of the source, boosts brand credibility. Furthermore, content immersion boosts brand awareness. The present study offers a viable framework for evaluating influencer marketing for future research as well as managerial advice.