From creators to opinion leaders:: The value of the influencer in brand building
Published 2025-12-16
Keywords
- Influencers,
- Brand Building,
- Emotional Connection
How to Cite
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract
Digital marketing has undergone a significant transformation with the rise of influencers as key opinion leaders in brand-building strategies. This study examines the essential role that influencers play in establishing a connection between a brand and its target audience, emphasizing their evolution from mere content creators to ambassadors with authority and credibility. It explores how influencers cultivate authentic relationships with their followers and how this authenticity influences the perception and impact of the brand’s message. Furthermore, effective collaboration strategies are analyzed, alongside performance measurement and related ethical challenges. Lastly, future trends in influencer marketing are discussed, highlighting the ongoing relevance of influencers as active agents in brand development.
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