Influencer Credibility and Follower Engagement as Predictors of Brand Advocacy in Digital Marketing

Abstract

The increasing rate of social media growth has altered the digital marketing approaches, as they have transformed a social media influencer into a central point in the relationship between the brand and a consumer. This paper explores how credibility of the influencer and the extent of engagement with followers can forecast brand advocacy with respect to online advertising. The study followed a quantitative approach to study how perceived influencer trustworthiness, expertise, and attractiveness, and the degree of follower engagement, influence the willingness of consumers to promote brands. A structured questionnaire utilized to collect data among the university students 300(n) who follow the social media influencers actively. Statistical tests show that influencer credibility is a highly predictive factor of follower engagement, which contributes to brand advocacy positively. The results present the intermediating role of engagement and the strategic value of credible influencers in establishing the loyal and advocacy-based behavior of consumers.