author(s)
Surinder Kaur

abstract
Since Meta's platforms Instagram, Facebook, and Threads are the leading centres for creator-driven engagement, influencer marketing has transformed from one-time endorsements to a key strategic tool in digital ecosystems. In order to shape customer views and drive commercial outcomes, this paper examines the expanding power of Meta influencers, which includes both human producers and the new category of virtual and AI-generated influencers. The paper identifies three key mechanisms of effectiveness platform-native short-form video formats, parasocial trust between artists and followers, and smooth commerce integrations by drawing on Meta-analyses, industry benchmarks, and platform-level information. According to economic models, macro creators provide greater visibility, while micro-influencers frequently result in improved engagement efficiency; both serve complimentary purposes in marketing portfolios. Significant ethical and legal issues are also highlighted by the investigation, notably those pertaining to disclosure, equity, and the psychological effects of virtual influencers. Measurement techniques like lift studies, randomised tests, and UTM tracking are examined as best practices for ROI evaluation and accountability. The study identifies gaps in the literature about brand equity, causal comparisons, and the changing role of AI-driven personas in digital marketing while providing managerial recommendations for portfolio design, ethical governance, and long-term creative partnerships.