The rapid growth of social media has transformed the way organisations communicate with consumers, leading to the emergence of influencer marketing as a significant digital marketing strategy. Unlike traditional advertising, influencer marketing relies on individuals who have established credibility, expertise, and strong relationships with their audiences on social networking platforms. Consumers increasingly perceive influencer recommendations as authentic and trustworthy, making influencer marketing an effective tool for enhancing brand awareness, customer engagement, and purchase intention. Despite its widespread adoption by businesses across industries, influencer marketing remains an evolving area of academic research with fragmented theoretical perspectives and limited conceptual integration. This conceptual paper reviews the existing literature on influencer marketing, examines the major theories supporting influencer effectiveness, and proposes a conceptual understanding of how influencer characteristics shape consumer trust, engagement, and behavioural intentions. The paper also identifies important research gaps and discusses future directions for scholars and practitioners. By synthesising existing knowledge into a comprehensive framework, the study contributes to the growing body of literature on digital marketing and provides valuable insights for organisations seeking to implement effective influencer marketing strategies.
