DOI: https://doi.org/10.36347/sjebm.2024.v11i11.001

Pages: 337-343

Influencer marketing has rapidly emerged as a cornerstone of digital advertising strategies, enabling brands to connect authentically with target audiences through trusted voices on social media platforms. However, measuring the effectiveness of these campaigns has long been a challenge due to the complexity of digital ecosystems and the sheer volume of data generated by user interactions. Big Data and Artificial Intelligence (AI) are revolutionizing the way brands evaluate influencer marketing campaigns, offering unprecedented insights into key performance metrics such as engagement, audience sentiment, and conversion rates. This paper explores how data analytics and AI tools are transforming the identification of influencers, the optimization of campaign performance, and the prediction of future trends. Furthermore, we address the ethical considerations surrounding data privacy and the transparency of AI-driven decisions in influencer marketing. Ultimately, this study highlights how Big Data and AI are not only enhancing the efficiency of influencer marketing but also reshaping the future of digital advertising as a whole.