The impact of social media influencers on customers' perceived brand equity in the Bahraini automobile industry

Purpose Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of SMIs' attributes—credibility, engagement, expertise, and relevance—on perceived brand equity in Bahrain’s mass-market automobile industry. Design/methodology/approach A quantitative research approach was employed, using survey data from 403 respondents aged 18–44. Multiple regression analysis was conducted to measure the relationships between influencer attributes and perceived brand equity. Findings Relevance, credibility, and engagement of influencers were found to have a positive impact on brand equity, whereas expertise has no significant effect. The findings emphasize increasing consumer distrust and a potential disconnect between influencer tactics and consumer expectations. These results highlight a possible misalignment between influencer content strategies and consumer priorities in this sector. Research limitations/implications This study focuses primarily on Bahrain’s automobile industry and may not be generalizable to other markets or industries. Additionally, demographic biases and respondents’ purchasing behavior may have influenced their perceptions. Future research could explore cross-industry comparisons and assess the long-term effects of influencer marketing on brand equity. Practical implications Advertisers should prioritize authenticity, local credibility, and alignment with consumer culture when selecting influencers, as not all influencer attributes equally contribute to brand equity in Bahrain’s automotive industry. Originality/value This study advances understanding of influencer marketing in a regional niche market and offers practical guidelines for optimizing influencer-brand partnerships.