Abstract: Influencer marketing has rapidly evolved into a dominant strategy in the digital marketing landscape, offering brands a powerful way to engage with niche audiences through authentic, relatable content. This study explores the growing relevance and effectiveness of influencer marketing in driving brand awareness, customer loyalty, and ultimately, sales. Originally a niche domain, the influencer economy has now become a multi-billion-dollar industry, reshaping traditional advertising models across various sectors, including technology and security. The electronics sensor manufacturing industry, alongside security focused businesses such as CCTV solution providers, is increasingly adopting influencer strategies to enhance visibility and market reach in an era of smart and connected devices. This paper also examines the critical need for ongoing research in influencer marketing to better understand long-term impacts, consumer behaviour shifts, ethical and legal challenges, and the integration of AI-driven tools in campaign execution. This study explores the evolving landscape of influencer marketing, focusing on key trends, platform specific strategies, audience behaviour, and the growing integration of artificial intelligence. By analysing current trends and challenges, this study aims to provide actionable insights for technology-driven companies looking to leverage influencer marketing to stay competitive, build trust, and foster lasting customer relationships in a highly dynamic digital environment.

Keywords: Digital Advertising Trends, Influencer Marketing, Audience Engagement, Marketing Transparency.

| DOI: 10.17148/IARJSET.2025.125277