THE ROLE OF INTERNAL INFLUENCERS IN STRATEGIC COMMUNICATIONS AND CORPORATE FINANCIAL PERFORMANCE

This article explores the phenomenon of internal influencers (employee influencers) as a strategic tool in modern corporate governance, marketing communications, and reputation management. The purpose of the study is to provide both empirical and theoretical justification for the impact of internal influencers on brand trust, target audience engagement, marketing efficiency, and overall corporate financial performance. The research employs a systems-based approach, content analysis of international company cases, and secondary data from open sources and industry reports. Qualitative methods are used to analyze organizational behavior, institutional trust, and branding, and a conceptual model is developed to illustrate the correlation between brand ambassador activity and key business performance indicators. The findings indicate that the strategic involvement of employees in internal influencer activities significantly enhances brand trust, improves customer retention rates, and positively affects core financial metrics, including marketing campaign ROI. Internal influencers serve not only as communication channels but also as carriers of authentic social capital, reinforcing both external brand positioning and internal organizational cohesion. The practical significance of this research lies in its potential for implementing employee advocacy as an integral element of a company’s communication strategy. Its scientific contribution is the formalization of the relationship between endogenous influencer activity and economic performance in the context of the information economy.