Akter, SalmaAhamed Khan, Raihan2026-07-022026-07-022026-06-02Revista de métodos cuantitativos para la economía y la empresa, ISSN-e 1886-516X, Vol. 41, 2026, págs. 1-24https://hdl.handle.net/10433/27112Universidad Pablo de OlavideThis study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers’ perceptions of luxury brands. This study clearly focused on how the perception of the subject matter. It explores their attitudes, preferences, and behaviours rather than focusing on business or industry perspectives. In doing so, it highlights insights directly from perception in a prominent manner. A quantitative technique was used to collect data from 393 respondents, and a standardised questionnaire was used to investigate how consumer perceptions of luxury brands were influenced. Data analysis was conducted using SmartPLS 4.0, which includes structural equation modelling (SEM), to test the developed hypotheses and assess the correlations among variables. Through genuine narrative, emotional ties, and exclusivity, influencer marketing has a favourable impact on how luxury brands are perceived. Compared with famous influencers, micro-influencers foster greater engagement and trust. Reliability and credibility have been shown to be essential components in forming favourable customer perceptions. This study examines the long-term impact of influencer marketing on the exclusivity, desirability, and credibility of luxury brands. It addresses a key research gap by exploring how digital marketing partnerships influence brand equity in the luxury sector. This study seeks to identify strategies that allow luxury brands to leverage influencer marketing without compromising core values, such as exclusivity and authenticity. Ultimately, it provides actionable insights for sectors such as luxury real estate, tourism, resorts, and automobiles to balance modern consumer engagement with traditional luxury appeals in South Asian countries and many others. Managers should match influencer marketing tactics to target audiences and their perceptions of luxury brands. Using relevant real influences may increase the appeal of premium brands without sacrificing their exclusivity. Italy’s luxury fashion and tourism sectors, along with Malaysia’s emerging influencer economy, illustrate how brands use influencers to carefully balance exclusivity with a wider audience and reach an approach that becomes even more critical in long-term partnerships, where repeated collaborations can strengthen credibility but also risk diluting the sense of scarcity central to luxury brands. By striking a balance between accessibility and exclusivity, this study advances our knowledge on how influencer marketing can maintain and improve premium brand views. It provides managers with practical recommendations on how to successfully traverse the constantly changing digital marketing terrainting.El objetivo de este estudio es determinar cómo el marketing de influencers afecta a la percepción que tienen los consumidores de las marcas de lujo. Investiga cómo las redes sociales influyen en los sentimientos de los clientes, prestando especial atención a cómo la exclusividad, el deseo, la autenticidad y la narrativa son factores importantes en la percepción que tienen los consumidores de las marcas de lujo. Se utilizó una técnica cuantitativa para recopilar datos de 393 encuestados y se utilizó un cuestionario estandarizado para investigar cómo se veía influida la percepción que tenían los consumidores de las marcas de lujo. El análisis de los datos se realizó utilizando SmartPLS 4.0, que incluye el modelado de ecuaciones estructurales (SEM), para comprobar las hipótesis desarrolladas y evaluar las correlaciones entre las variables. Se ha demostrado que la fiabilidad y la credibilidad son componentes esenciales para crear una opinión favorable entre los clientes. Los directivos deben adaptar las tácticas de marketing de influencers para dirigirse al público y a su percepción de las marcas de lujo. El uso de influencers reales relevantes puede aumentar el atractivo de las marcas premium sin sacrificar la exclusividad. Al lograr un equilibrio entre accesibilidad y exclusividad, este estudio amplía nuestro conocimiento sobre cómo el marketing de influencers puede mantener y mejorar la imagen de las marcas premium. Proporciona a los directivos recomendaciones prácticas sobre cómo desenvolverse con éxito en el cambiante terreno del marketing digital.application/pdfenInfluencer marketingLuxury brandsConsumer perceptionSocial mediaExclusivityCredibilitySmartPLSMarketing de influencersMarcas de lujoPercepción del consumidorRedes socialesExclusividadCredibilidadjournal articleopen access