The digital marketing landscape has evolved from simple online advertisements to complex, data-driven ecosystems. This research paper investigates the impact of influencer marketing and consumer analytics on modern brand-building strategies. The study aims to analyze how social media influencers bridge the gap between brands and consumers and how big data analytics predicts consumer behavior with high precision. Using a secondary qualitative and quantitative research methodology, the paper examines global and Indian market trends for the period 2022-2026. Key findings indicate that influencer marketing yields a 5x higher return on investment (ROI) compared to traditional digital ads. The paper concludes that the synergy between human influence and algorithmic analytics is the future of sustainable marketing.
Kamble et al. (Tue,) studied this question.