Impact of Social Media Influencers on Corporate Reputation

Publication Details

Publication Date

10/10/2026

Volume / Issue

Vol 1, Issue 5 (2026)

Article No.

045

Journal

British Journal of Contemporary Research

DOI

https://doi.org/10.67693/BJCR-46CWD382

Received

10 Sep 2026

Views

25

Downloads

20

Abstract

The study investigates the impact of social media influencers on corporate reputation, focusing on how influencer credibility, authenticity, content type, and behaviour shape public perceptions of organizations. As businesses increasingly rely on digital influencers for brand promotion, concerns arise regarding the reliability of influencer messages, the risks associated with influencer misconduct, and the overall effect of such partnerships on organizational reputation. Using a descriptive survey research design, data were collected from Nigerian social media users to examine their attitudes towards influencers and brands they endorse. Findings reveal that social media influencers significantly affect public perception of corporate brands. Influencer credibility, particularly trustworthiness and expertise, emerged as a major determinant of positive reputational outcomes. Authentic and experience-based content was found to foster stronger trust compared to highly commercialized or scripted posts. Conversely, influencer scandals and unethical behaviour were identified as major sources of reputational risk for brands. The study concludes that while influencers can enhance corporate reputation, the benefits depend largely on the credibility, authenticity, and alignment between the influencer and the brand. It recommends that organizations adopt strategic influencer selection processes, develop clear communication guidelines, regularly monitor influencer activities, and establish crisis management plans for potential influencer-related reputational threats.

License

This article is published under the Creative Commons Attribution 4.0 International License . Free to read, share, and adapt with attribution.