From Word-of-Mouth to AI-Powered Engagement: The Dynamic Evolution of Influencer Marketing in the Digital Era

Influencer marketing has emerged as an important component of the brand marketing campaigns for enhanced customer relationships. This chapter discusses the evolution of influencer marketing from passionate enthusiasts to the contemporary artificial intelligence (AI) powered virtual agents shedding light on the social media era to the integration of technology and data analytics. We explore the integrative dynamics of technology, consumer dynamics and industry trends that have impacted the influencer marketing for brand-customer relationship management. Shedding light on the transformative impact of technology particularly artificial intelligence, we show how the field has been refined through the data driven approach. The chapter further delves into the ethical considerations related to the influencer marketing campaigns. It is crucial for the brands to integrate transparency, authenticity and fairness in the campaigns showcasing responsible practices and maintain a balance between innovation and responsibility. The future of influencer marketing would be driven by data for highly personalized and targeted influencer marketing campaigns to forge deeper connections and drive success in the ever-changing marketing landscape.