THE ROLE OF INFLUENCER MARKETING IN DRIVING MODERN BRAND GROWTH THROUGH SOCIAL MEDIA ENGAGEMENT AND CONSUMER TRUST

Benediktus Rolando; Jonathan Jonathan

Authors

Benediktus Rolando Universitas Dinamika Bangsa, Indonesia Author
Jonathan Jonathan Universitas Buddhi Dharma, Indonesia Author

Keywords:

Influencer Marketing, Brand Growth, Social Media Marketing, Consumer Trust, Digital Marketing Trends

Abstract

This study presents a systematic literature review on influencer marketing and its role in driving brand growth through consumer trust and social media engagement. Based on 45 peer-reviewed articles (2020–2024), the review combines bibliometric and thematic analyses to identify key trends. Findings show that influencer credibility, authenticity, and audience alignment significantly affect purchase intention and brand loyalty. VOSviewer visualizations reveal an evolution from general marketing strategies to more outcome- focused topics like virtual influencers and engagement metrics. The study highlights the importance of strategic influencer selection and calls for further research in localized and ethical applications of influencer marketing.

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