The Role of Influencer Marketing in Shaping Brand Image

Prof Nagunuri Srinivas
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Prof Nagunuri Srinivas: St. Joseph’s Degree & PG College, Hyderabad

International Journal of Latest Technology in Engineering, Management & Applied Science, 2025, vol. 14, issue 5, 915-921

Abstract: It studies the specific context of Hyderabad market in evaluating the influence of influencers on structural to brand image. Influencer marketing is one of the most potent strategies of digital marketing that brands can use for reaching social media users by focusing on specific segments. The credibility that trusted influencers build with their audience has enormous power to sway public perception of brands. In the context of Hyderabad's unique marketplace, the study examines the impact of influencer marketing on the brand image along with changes in the consumer behavior process leading to the formation of brand loyalty.

Date: 2025
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