Brand Evangelism in the Digital Era: The Impact of Data-Driven Influencer Marketing

Y. Surya Narayana Murthy (), RSCh Murthy Chodisetty (), R. Padmaja, V. Jalender Reddy and Sudheer Aloori
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Y. Surya Narayana Murthy: Vardhaman College of Engineering
RSCh Murthy Chodisetty: Vardhaman College of Engineering
R. Padmaja: Krishna University
V. Jalender Reddy: Annamalai University
Sudheer Aloori: Nalla Narasimha Reddy Education Society’s Group of Institutions

Chapter 13 in Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, 2025, pp 245-261 from Springer

Abstract: Abstract In the digital era, the symbiotic relationship between data analytics and influencer marketing has become a pivotal force in driving brand evangelism. This study explores the transformative impact of data-driven influencer marketing strategies on fostering brand loyalty and advocacy among consumers. By leveraging advanced data analytics, brands can identify, engage, and amplify the voices of key influencers, thereby enhancing their reach and resonance within target audiences. The research employs a mixed-methods approach, combining quantitative analysis of consumer data with qualitative insights from influencer campaigns, to uncover the mechanisms through which data-driven strategies cultivate brand evangelists. The findings highlight the effectiveness of personalized and targeted influencer marketing in increasing consumer affinity, trust, and long-term brand loyalty. This study provides valuable insights for marketers seeking to harness the power of data analytics to enhance their influencer marketing efforts and build a devoted brand community.

Keywords: Data analytics; Influencer marketing; Brand evangelism; Consumer affinity; Digital marketing strategies (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-2548-2_13

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DOI: 10.1007/978-981-96-2548-2_13

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