Brand evangelism in the digital era: The impact of data-driven influencer marketing

In the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy. This study examines how data-driven influencer marketing strategies influence brand loyalty and advocacy among consumers. Utilizing a mixed-methods research approach, this study integrates quantitative data analysis of consumer interactions with qualitative evaluations of influencer-driven campaigns. The findings reveal that personalized and targeted influencer campaigns significantly enhance consumer engagement, trust, and long-term brand loyalty. Furthermore, the study identifies specific mechanisms through which data analytics optimize influencer selection and content relevance, directly contributing to stronger consumer-brand relationships. Theoretically, this research expands existing frameworks by combining elements from the Theory of Planned Behavior and the Elaboration Likelihood Model, offering deeper insights into influencer marketing effectiveness. Practically, marketers gain valuable strategies for employing data-driven influencer collaborations, leading to more robust consumer engagement and sustained brand evangelism.