From Influence to Commitment: A Conceptual Framework of Digital Influencer Strategies, Customer Engagement and Brand Commitment

Abstract

The rapid growth of social media has positioned digital influencers as powerful agents in shaping consumer behaviour and brand relationships. This conceptual study proposes an integrated framework that examines the influence of digital influencer strategies on brand commitment through the mediating role of customer engagement. Drawing upon Source Credibility Theory, Social Influence Theory, Consumer–Brand Relationship Theory and the Elaboration Likelihood Model, the framework identifies key dimensions of digital influencer strategies credibility, authenticity, expertise, attractiveness, content quality and influencer-brand fit as critical antecedents of customer engagement. Customer engagement, encompassing cognitive, emotional and behavioural dimensions, serves as a vital psychological mechanism that transforms influencer-driven interactions into long-term brand commitment. The proposed model advances existing literature by shifting focus from short-term outcomes such as purchase intention to sustainable relational outcomes, particularly in emerging markets like India. The study offers significant managerial implications for strategic influencer selection, authentic content creation, engagement-driven campaigns, long-term partnerships and brand community development. Future research directions include comparative industry studies, investigations of micro- versus macro-influencers, virtual influencer marketing, cross-cultural analyses and longitudinal examinations of brand commitment. This conceptual framework provides both theoretical advancement and practical guidance for leveraging digital influencer strategies to foster enduring consumer-brand relationships in the evolving social media landscape.