The Impact of Influencer Credibility on Brand Engagement: The Mediating Role of Perceived Value in a Digital Context: a Case Study of Iris Brand in Algeria

Purpose. This study aims to evaluate the effectiveness of brand engagement strategies by examining the influence of influencer credibility on consumer engagement with the brand. It investigates the mediating role of perceived value in this relationship, using Iris, a leading Algerian brand in the electronics and household appliance sector, as the case study. The objective is to build an evidence-based model that explains how digital influencers can strengthen brand-consumer relationships through value perception. Results. A conceptual framework was developed based on recent literature in digital marketing and brand management. A structured questionnaire comprising four sections and based on a five-point Likert scale was distributed to a sample of 250 current and potential customers of Iris across Algeria. Statistical analysis using PLS-SEM revealed that influencer credibility significantly enhances perceived value, which in turn drives brand engagement. The mediating effect of perceived value was confirmed, highlighting its role as a psychological mechanism through which influencer strategies can influence brand behavior. Scientific novelty. This study offers a novel integrative model for understanding brand engagement in the Algerian digital context. It bridges a gap in current literature by introducing perceived value as a mediator between influencer credibility and brand engagement, particularly in a developing market setting. By focusing on Iris, a multi-product Algerian brand, the study provides practical and transferable insights for managers aiming to enhance brand relationships through influencer marketing and consumer value strategies.