This special issue examines the transformation of social media influencer marketing in the era of artificial intelligence, algorithmic governance, virtual influencers, and emerging digital business models. It welcomes theoretical and empirical research exploring influencer credibility, trust formation, authenticity, consumer engagement, AI-generated content, platform dynamics, algorithmic transparency, sustainability communication, and the evolving relationships between influencers, brands, and audiences in global and local digital markets. The issue particularly encourages studies investigating how technological, institutional, and cultural changes are reshaping influencer ecosystems and digital marketing practices.