Strategies, Dynamics, and Societal Impacts of Digital Influencer Marketing

Digital influencer marketing defines modern communication, reshaping how brands, audiences, and cultures interact in an interconnected society. Driven by social media platforms and data-driven personalization, influencers combine authenticity and storytelling to shape consumer perceptions and behaviors. The strategies behind influencer marketing encompass platform algorithms, audience engagement dynamics, and trust-based relationships. The rise of influencers also carries broader societal implications, influencing norms around consumption, identity, and digital labor. Examining the strategies, dynamics, and societal impacts of digital influencer marketing may help organizations better understand its role in modern marketing and social life. Strategies, Dynamics, and Societal Impacts of Digital Influencer Marketing explores the evolving field of influencer marketing. It examines its theoretical underpinnings, strategic applications, the characteristics of influencers, the psychological mechanisms of influence, ethical considerations, and its broader societal implications. This book covers topics such as fraud detection, mental health, and social media, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.

Dr. Ahmad Shaheen is an Assistant Professor of Marketing at the Arab Academy for Science and Technology and Maritime Transport, Alexandria, Egypt. He holds a Ph.D. in Marketing from an AACSB-accredited institution, with a research focus on digital marketing, consumer behavior, AI-driven marketing strategies, and marketing analytics. Dr. Shaheen has extensive experience in teaching, research, and industry consulting, specializing in the integration of artificial intelligence, data science, and marketing automation into business practices. His research explores emerging trends in influencer marketing, customer engagement, and market dynamics. He has published in peer-reviewed journals and actively collaborates on interdisciplinary projects related to data-driven decision-making and strategic marketing management. Beyond academia, Dr. Shaheen is involved in consulting and training, working with businesses to implement AI-powered marketing solutions and consumer insights analytics. With a passion for bridging academia and industry, Dr. Shaheen contributes to curriculum development, mentorship programs, and digital transformation initiatives. He actively collaborates with scholars and professionals across different regions, including Egypt, Jordan, Saudi Arabia, and the UAE, fostering cross-border research and knowledge exchange in the marketing field.

Dr. Arshi Naim , a Top 2% Scientist (Stanford & Elsevier, 2024,2025), is a distinguished academic with 23+ years of expertise in business management, digital marketing, and higher education. Holding a Ph.D. in Business Management (specializing in performance appraisal and business operations), an MBA in Marketing Management, and an Honors in Economics from Aligarh Muslim University, India, she has significantly contributed to academia through 100 + Scopus-indexed papers in Q1 & Q2 journals and books with Wiley, Springer, Elsevier, Emerald, Taylor & Francis, IGI Global, and Nova Science. Dr. Arshi has led quality and accreditation initiatives, serving 14 years as Quality Program Head at King Khalid University, Saudi Arabia. Currently, she is a Professor and Academic Director at London Institute of Sustainable Development, UK, Research Supervisor at the European Global Institute of Innovation and Technology, Malta, Professor (Research Supervision) at INTI New University, Malaysia and Professor (Research Supervision) at. Rushford Business School, Switzerland. A certified Quality Matters Master Reviewer and Peer Reviewer (QM, US), she holds prestigious certifications, including PMI (Oxford Home University), Entrepreneurship (Harvard University), and Digital Marketing (Accenture, UK). She collaborates with universities across the Middle East, Southeast Asia, India, Europe, Australia, the USA, and the UK, shaping impactful academic programs and driving research excellence worldwide. She is also actively engaged in global academic networks where she plays a strategic role in international education and policy through the World Association for Sustainable Development (WASD), UK, an organization committed to advancing the UN Sustainable Development Goals via global collaboration in research, education, and innovation.

Dr Arman Khan is an esteemed academician, deeply committed to advancing knowledge and fostering intellectual growth. With over a decade of experience, he has solidified his reputation in academia and research. Dr. Khan holds a Ph.D. from Putra Business School, Malaysia's first AACSB-accredited business institution, and currently serves as an Assistant Professor of Marketing at Shaheed Benazir Bhutto University, Pakistan. In addition to his teaching role, he has a significant presence on national and international academic stages. His research has been featured in high-impact journals, and he has presented his work at numerous conferences worldwide. Dr. Arman has also authored numerous books with renowned publishers. Through collaboration with fellow scholars, he has refined his research methodologies and expanded his academic contributions. His editorial roles include serving as Chief Editor of a reputable research journal and being an active member of several editorial boards for national and international journals. This leadership reflects his dedication to elevating academic discourse and encouraging innovation. Dr. Khan continues to shape the trajectory of academic research, fostering an environment of innovation and excellence.

Dr. Mohammed Jaboob is an assistant professor in department of management at college of commerce and business administration in Dhofar University, Salalah, Sultanate of Oman. His research interests include leadership and management, Artificial intelligence, VR & AR in higher education, sustainability, and Human Resource Management.