Innovation and Sustainability

The study aimed to determine the effect of influencers’ communication activity on social media on consumer trust, emotional attachment, and behavioural loyalty to brands. The research methodology was based on a comprehensive theoretical and analytical approach that combined content analysis, comparative analysis, and the case method. The study found that the global influencer marketing market reached USD 24 billion in 2025, while the average return on investment is USD 5.78 in profit for every dollar invested. In Ukraine, this figure is USD 4-5. The study determined that TikTok remains the leader in terms of user engagement with a rate of 4-7%, while Instagram provides stable coverage at 1.45-2.18%. The analysis showed that in Western European countries (the United Kingdom, Germany), the most successful campaigns achieved a return on investment of up to USD 20, while in Asian countries (China, South Korea, Indonesia), this figure was USD 6-7, due to the integration of social commerce and analytics platforms. In Ukraine, the highest results were demonstrated by campaigns with micro-influencers, which provide an increase in conversions of up to 46% and sales growth of up to 40%. The study established that the use of artificial intelligence improves targeting accuracy and reduces costs by 15-20%, while Big Data technologies contribute to better consumer behaviour forecasting and increase campaign effectiveness by 25%. The results of the study can be used by companies to optimise influencer marketing strategies, increase return on investment, and strengthen audience loyalty in the digital environment 

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