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INSPIRA-JOURNAL OF COMMERCE,ECONOMICS & COMPUTER SCIENCE(JCECS) [ Vol. 12 | No. 2 | April - June, 2026 ]

A Study on Consumer Brand Engagement in the Era of Social Media Influencers

Ms. Jhanvi Nilesh Patel & Dr. Payal Mahida

The concept of consumer brand engagement has developed as an important point in the field of contemporary marketing specifically all-round the changing space of the modern social media. With the fastest absorbing of the social media platforms, the quickest large dominance of the influencer marketing has taken a very noticeable fast changes and transformation leading to the search of new consumer brand dimensions, its new drivers, their results and outcome connected the engaging concepts and the modern world. This is to bring to notice that the factors affected are already putting their results in shaping the consumer brand engagement in a very innovative and creative way to the word with the help of social media influencers. The study highlights the main multi-dimensional constructs having the cognitive, behavioral, emotional components that shows how the consumer is having experience with the brand. The role of social media influencers is of huge importance as they connect with the credible, persuasive intermediaries, relatable points between the brands and the consumers. On a good note, their perceived value, expertise, trustworthiness, attractive and the connectivity with the engaging audience make the process of interacting very much enhancive. The role of social media marketing also includes the quality of the content, interactivity, e- word of mouthed for engaging the brand community’s presence and the audience. The digital world also helps to strengthen the emotional bond between the brands and the consumers. The effective result-oriented outcomes include the brand loyalty, its awareness, purchase intention from the strong customers. the paper gives more ways to develop the study of empirical research in the meaning of developing economies and digital changing world. The findings show a path to support marketers, researchers, and the audience who are associated in designing more creative engagement strategies in the competitive digital world.

Patel, J. & Mahida, P. (2026). A Study on Consumer Brand Engagement in the Era of Social Media Influencers. Journal of Commerce, Economics & Computer Science, 12(02), 171–177. https://doi.org/10.62823/JCECS/12.02.8859
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DOI:

Article DOI: 10.62823/JCECS/12.02.8859

DOI URL: https://doi.org/10.62823/JCECS/12.02.8859

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