Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems

This study investigates the role of social media influencers (SMIs) in affecting brand success, customer loyalty, and engagement. Using a quantitative methodology, data was collected through online questionnaire and analyzed through SmartPLS. The results highlight the remarkable impact of influencer relationships on brand outcomes. Design Quality (DQ) was found to have a strong influence on Relationship with Social Media Influencers (RSMI), which in the same time strongly affects trust and brand success. Path coefficients show a strong direct effect of RSMI on brand and social media influencer success (B&SMI) with a coefficient of 0.798. Furthermore, indirect effects such as DQ -> RSMI -> B&SMI (0.459) further highlight the mediated pathways through which influencers commit to the brand selling performance. Construct reliability and validity results confirm the resilience of the model, with high values across Cronbach's alpha, composite reliability, and average variance extracted (AVE). The research suggests that brands should focus on high-quality content creation and strategic influencer partnerships to strengthen trust and customer loyalty. Future research is suggested to explore differences across different platforms and demographic segments to adapt to the dynamic digital marketing landscape. These points provide valuable guidance for customers aiming to strengthen the power of social media influencers effectively.