The role of digital influencers in brand building
DOI:
https://doi.org/10.34630/tth.v6i1.7294Keywords:
Digital influencers, Influencer marketing, Digital Communication, Brand identity, Credibility, Consumer JourneyAbstract
The article analyzes the role of digital influencers in brand building, highlighting how these intermediaries have become central elements in organizational communication strategies. Their effectiveness stems mainly from the credibility, authenticity, and emotional connection they establish with their audience. Furthermore, the study shows that influencers intervene at various stages of the consumer journey, from product discovery to the final decision, contributing to strengthening brand identity and presence in the digital environment. Despite their strategic potential, the study also identifies relevant challenges, such as the saturation of sponsored content and the growing demand for transparency, factors that influence how consumers interpret and value these recommendations.
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