A Study on the Role of Online Influencers in Shaping Customer Confidence

In the digital age, digital influencers have become important in shaping customers’ attitudes and behaviors. This study examines the effect of digital influencers on customer brand involvement and brand reputation. When making use of SPSS, the research shows that digital influencers positively and significantly control customer brand involvement and brand reputation. Moreover, customer brand involvement act as an important negotiator between digital influencers and brand reputation, proposing that increased customer interaction leads to better brand image. These findings provide precious awareness for businesses pointing to hold influencer marketing successfully.